Brand Extensions

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.