Mini Ninja Gas Power Pocket Bike Motorcycle
People like motorcycles for a many number of reasons. You do not have to ride a motorcycle to love them as they can be appreciated just like anything else. People who could never get to drive a Ferrari or a Lamborghini can still appreciate the beauty of the beast and the same is true when it comes to our two wheeled counterparts.
Motorcycles have a certain aura or mystique about them. Perhaps the Marlon Brando or Fonzie movie generation helped form this view. A view that motorcycles are only owned and driven by tough guys out looking for trouble. Nothing could be so much further from the truth. The truth is that most motorcyclists are Teddy Bears.Ninja Gas Power Pocket Bike . They are doctors, lawyers and professionals who enjoy taking out their two wheeled freedom machine for a Sunday drive or a weekend getaway. The freedom and mobility that comes from taming a powerful machine under you is hard to describe at times.
Once you hit that open road, you start to feel the thrill of it all as you become one with open road, one with nature. It is a feeling that you have to experience in order to understand it. The wind blowing in your hair or face awakes you to a new found freedom. It is as if you have been unchained and released from bondage.
You do not have to drive a big Harley or a Ninja rocket bike in order to feel this way. Young kids on their mini bikes experience the same feelings and love of motorcycling as an experienced rider on his Honda Goldwing. Once you learn to master and control the machine, you are hooked for life. There is no turning back.
Why identical twins don't have identical first names
Though they may look the same, they're not. Just ask their parents. Even as newborns, they could tell them apart, and as they grow up, they're distinctions become ever more pronounced. This is why we don't give twin babies the same first names.Ninja Gas Power Pocket Bike
In the business world, this idea would seem to carry over as the foundation for a common sensical approach to branding --that different products need to be different brands with different names. However, the only thing common about this sense is that it's all too commonly ignored in the hopes of cheating risk and the possibility of failure.
Overextended brands are like overstretched rubber bands
Everyone's heard of a company called Kraft. "Hey, those are the cheese people." Yep. For years, Kraft and cheese were synonymous. It was a Corporate Branding with a position competitors would have been hard-pressed to erode had company brass been content in their cheesiness. They weren't. Like many companies blessed with strong brands, Kraft began to think their brand name was invincible and that any product introduced under its banner would dominate their markets simply because of its name. So, Kraft began offering jams, jellies and mayonnaise among other things.
The numerical truth about Kraft's brand extension strategy
Ohio-based Smucker's owns 35% of the jams and jellies market. Kraft has 9%. Hellman's mayonnaise has 42% of the mayo market. Kraft has 18%. The plan for equal domination didn't quite work out as planned. Despite its dominance in the cheese market, Kraft was relegated to bit player status in these other categories. Their strategy of trying to leverage a great brand name into being all things to all people resulted in few real winning products.
Why doesn't being all things to all people work?
In your family, you may have been the smart one. If you had brothers and sisters, there may have been the "social" one, the "rebellious" one or the "athletic" one, too. And invariably, those attributes seem to stick with a person throughout their life, often regardless of whether they change.
So what do you do with a brand once you have created one?
Those responsible for the brand defend the integrity of the brand and build on it. Just as Barbie dolls have for decades while Ninja Turtles and Cabbage Patch Dolls came and went. The Barbie brand recognizes the niche it fills in the toy industry--dolls with interchangeable clothes. Nothing else. Of course, refreshing a brand is completely necessary over its lifecycle. Barbie has a way of doing this built-in to its product--changing clothing styles. As the times change, so do Barbie & Ken's wardrobe. But that's just one way a brand remains strong through the years. Survey any industry, and you'll find that long-term successful brands have at some point had to reinvent themselves along the way--like automobile companies of today in the beginning stages of moving to alternative sources for energy. This is the same thing that successful magazines do. They carve out a niche, become the leader in it and then defend it by banking on their uniqueness and further differentiating themselves from the competition--not duplicating it.
If this is the case, why do companies try to extend a brand?mini ninjas motorcycles
Because launching a completely new brand is very risky and expensive. Often times, initial results of brand extension are positive, but the initiative commonly begins to lose ground and takes some of the overall brand strength with it.
Why creating a new brand is better for business than extending one.mini ninjas motorcycles
In New Zealand, there is one Airline Company, but two airline brands. Air New Zealand is about top-class service with all the frills. Freedom Air, on the other hand, is the airline for the budget conscious. The two brands operate successfully and independently of each other, which allows the parent company to serve two distinctly different air travel markets.
Less really is best mini ninjas motorcycles
A niche brand may not offer the sheer number potential of a more generalized brand, but it does offer something a lot better--sustainability. Over the long term, as your brand becomes synonymous with a specific kind of product or service, more people will turn to you for that product or service...and continue to do so because they believe they're getting quality only a specialist can provide.
A jack-of-all-trades really is master of none. So if you are a master, or wish to become one, do it. Be it. Just not to everyone.
Scott White is President of Brand Identity Guru a leading Corporate Branding and Branding research firm located in Boston, Massachusetts.
Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.