Brand extensions can be funny things. Most will advise you to tread carefully because poorly executed brand extensions will diminish your overall brand equity. While I’ll go along with that, designs like this demonstrate that the essence of the brand extension discussion should not be so much about ‘what’, but how well.

When I sold Vespa scooters in Winnipeg one summer, I me folks that bought them because they made summer commutes exhilerating. But summers in Winnipeg are short and the winters are dark and cold. So I just know that those long cold winter nights will be made a lot brighter with this beautiful Vespa desk-lamp; reminding Vespa owners that soon . . . soon they'll be able to ride their scooters again.

Many years ago my dog Charlie and I were watching that 'dog wisperer' show; you probably know the one.

Most episodes are much the same; out of control dog gets put in his place and is happier for it. This show was different. It featured a little two legged Jack Russel kind of dog that hopped around like a kangaroo and flopped onto his belly when at rest. His owners had a carriage made for him that allow him - greater mobility. The dog whisperer was there to help the dog into the device and help him explore his new-found freedom and to run with his pack. The show ended on a high note.

What was moving was the happiness of the two-legged dog and the couple who loved him just the way he was.

There was no physical disability as far as the dog was concerned. He was part of a pack that adored him.

And that's what got me thinking.

It made me think of how happy we are when we remain in the moment.

When happiness comes from within and is not a relative thing based on me having more than you.

Charlie taught me, and reminded me every day, that life is good.

That I should give thanks for what I have.

That wishing for what others have destroys the happiness of the moment we're in and all of the moments yet to come.

I found this attributable quote 35 years ago. It's an integral part of my life now.

Happiness.

The ability to make a bouquet out of the flowers within reach.

Here's an update to post I wrote in 2012, but is more relevant today than then because fewer people today really understand "Customer Service".

When I worked with Midas Canada in the late 1990’s, Mr. Al Martin's Midas shop in Newmarket, Ontario, was the #1 store in Canada. Perhaps North America. Mr. Martin's business thrived for a few reasons. His store was MUCH bigger, newer and cleaner than any other Midas shop. It looked more like a small new car dealership than a repair shop. Mr. martin was great at asking for the business. Asking customers how he could improve their service experience. And making sure that ALL of his team members shared his vision, passion and commitment to customers care. 

 Another Midas franchisee that did very well was Mr. Dave Tichowsky, Lloydminster. He was a tough guy to work for and had neither the time nor the inclination to deal with fools; read anyone associated with Midas head office. (Un) fortunately my job, at the advertising agency, was addressing local dealer and co-op advertising needs, and assure all franchise that the national advertising program would make more dollars for their shops because they made more sense to Midas customers. At regional meetings Dave tended to be loud, gruff and uncooperative. When I called Mr. Tichowsky and told him that I needed to come out for a visit, he told me “stay where you are and don’t waste my fucking time!” Not one to pass up an opportunity to see the country, I went anyway, telling Dave’s assistant what day I would fly in and at what hour I expected to arrive. Because of a local ice storm I arrived by bus, instead of by plane - over six hours late, tired and embarrassed; thinking that this is just what a guy like Dave expects from a stupid easterner like me. The first thing Dave Tichowsky did was hand me the keys to one of his courtesy vehicles and direct me to a good restaurant where I could rest up, eat up & warm up. When I got back to Dave’s shop he and his team were busy. So I went into the service bays, picked up a broom and swept each one clean. Maybe because Dave showed me a side I didn’t expect to see, and I showed him gratitude in a manner he didn’t expect to see from me, Dave and I mentally “moved to a common ground”: one that was neither his or mine - a neutral place that encouraged us to be open and honest. We spent the balance of our time together talking about how he had built his business one customer at a time, calling everyone in the Lloydminster phone book and asking if he could care for their vehicles. He also explained to me why he believed that the new national advertising campaign would ruin his market. I agreed with him and went back to Toronto and convinced Midas Canada to allow me to “buy around” Lloydminster TV and give Dave a local radio campaign instead. Dave was delighted. Midas Canada was delighted and Ogilvy had another shining example of how well we knew our client's business and how well we could manage their business.

What I re-learned then and am reminded of all these years later, is that the ‘common ground’ that Dave Tichowsky entered into with me enabled us to address his issues and opportunities with clarity and integrity. That encouraged me to come up with creative, yet practical solutions that made sense to all stakeholders – including his customers. My experience with people like Dave taught me to do my homework in order to ensure that my solution works short and long term. That involves finding a common, objective ground from which I can work openly, honestly and objectively with all stakeholders.

I saw this the other day and thought back on my career. I was laid off three or four time, exhausted my savings and had to borrow money once to bridge the unemployment gaps. 

Along the way it struck me that, while I was an employee with ONE income, all of my smart clients had multiple income streams. So, I decided to developed multiple income streams too:

1.   My main income came from salary work with one ad agency.

2.   My wife was a Film Set Decorator and then became a Realtor. 

3.   Then I did a few freelance marketing projects here and there.

4.   I boarded dogs while the owners went away for the winter.

5.   I restored and sold some old but nice MCM furniture.

6.   I grew our investments so that they could provide some bridging income in low income years and be our main income when we retire.

7.   Now that I'm over 65, I receive OAS.

8.   Ditto for my wife.

9.   Now that I'm over 65, I receive CPP.

10. Ditto for my wife.

While "financial peace of mind" is the greatest immediate benefit, discovering and utilizing more of your native and aquired skill sets is the greatest benefit because you see and have the confidence to pursue and succeed in far more business opportunites.

One example. When I worked for large international ad agencies, I was employed as a Media Director, or Account Director on a very short list of very large multi-million dollar accounts.

When I did freelance work, I was functionally the Account and Creative Director, rolled into one, solving communication problems for all kinds of small businesses.

My unique combination of large agency, large business, Media Management and Account Service experience enabled me to offer a variety of valuable and unique USP to small agenices and their clients.   

And that my friends, is how all large, successful companies make [more] money.