BRAIN FOOD: Words-worth - Brand extension

BRAIN FOOD: Words-worth - Brand extension - 'It wasn't the best extension of our brand,' said the Microsoft spokeswoman, pulling the plug on the iLoo. It certainly wasn't: but neither was it a hoax, as originally claimed. The UK division really was planning an internet-enabled portable toilet. When a brand was a burnt mark on a cow, everyone knew what it meant. Brand extension, which turns the company's identity into a mystical veil draped over all manner of objects, is hard to manage. Especially if your slogan is 'Where do you want to go today?'

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Last Updated: 09 Oct 2013

'It wasn't the best extension of our brand,' said the Microsoft spokeswoman, pulling the plug on the iLoo. It certainly wasn't: but neither was it a hoax, as originally claimed. The UK division really was planning an internet-enabled portable toilet. When a brand was a burnt mark on a cow, everyone knew what it meant. Brand extension, which turns the company's identity into a mystical veil draped over all manner of objects, is hard to manage. Especially if your slogan is 'Where do you want to go today?'

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