.comment-link {margin-left:.6em;} Making Sense: e-Digest of Brand Thinking

Tuesday, November 28, 2006

Crayola is coloring outside the lines

Fast Company ran a short piece in their October 2006 issue entitled "When Brand Extensions Go Bad". They showed three new brand extensions, which according to Brandweek, “least fit the brand’s core values.” Two examples: the Harley-Davidson cake-decorating kit and the EVERLAST Fragrance and grooming line.

The marketing brains that thought those up could take a lesson from
Crayola®.In fact, Crayola is in the middle of a brand renaissance—just in time for the holidays. They’ve introduced two colorful brand extensions: Color Explosion Printer, a fun way for children to create intricate 3-D spin-art designs and Crayola Cutter, a cutting wand that handles like a pen, so kids can cut out intricate shapes anywhere on the page. There’s also Frantic Factory, a new online game kids can play to win crayons. All three fit the Crayola brand personality—colorful, creative and fun. Their Web site is a joy, also. It speaks to children, educators and parents and offers valuable content for all three audiences. To me, this is an example of branding that makes sense.

Just a few days ago I found a Crayola MP3 player for my six year old. I never would have put Crayola in the personal electonics category... but a good brand can stretch it pretty far.
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