The Zappos Experience: 5 Principles to Inspire, Engage, and WOW

9BEYOND SHOES

Brand positioning experts understand that consumers give companies “permission” as to how far they can stretch their product and service offerings. For example, in the 1990s, Clorox considered extending its well-established bleach brand in the direction of laundry detergent, dishwashing soap, and other household cleaning applications. Consumer research, however, showed that Clorox was synonymous with bleach in the minds of the buying public and that consumers would be hesitant to purchase any Clorox product that would touch their hands or their dishes. As a result, Clorox focused its brand extension in the direction of toilet bowl cleaners, tub and tile products, and drain openers. Like that of Clorox, the early brand positioning ...