How to cope when more than one brand is at stake.
1/21/2002
A brand is more than a brand. It's also the sum total of every other brand it makes contact with, according to the authors, both former Booz-Allen consultants and now partners at Helios Consulting Group. Though the brand power of a "total experience" as presented by Starbucks, Disney, and Nike is still compelling for customers, the real money in the future lies in the intersections between individual brands, Hill and Lederer believe. Imagining your brand portfolio as a molecule, they say, is the first step toward managing the branding process more powerfully. Their book draws on case studies of 3M, Cadillac, Miller Beer, and Yahoo! to illustrate how marketers can extend brands, "prune" them, and reposition them for maximum effect.