Can you imagine the reaction of a congregation if its minister
announced he embraced sex, drugs, and rock and roll? Can you
imagine the reactions of Pearl Jam fans if lead singer Eddie Vedder
renounced loud music?
The value of a brand is its good name, which it earns over time.
People become loyal to it. Don't squander this trust by
attaching your good name to something totally out of character.
Millions of Americans love Frito-Lay's salty snacks. But
Frito-Lay products have never been known to quench thirst. In fact,
they make people's tongues feel like swaths of felt. That's
why PepsiCo, which was the parent company of the brand, made a
terrible mistake in naming a new powdery refreshment Frito-Lay
Lemonade.
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When you hear Ben-Gay Aspirin, don't you immediately think
of the way Ben-Gay cream sears your skin? Can you imagine
swallowing it?
Cracker Jack Cereal, Smucker's Premium Ketchup, Fruit of the
Loom Laundry Detergent and Noxzema Solid Anti-Perspirant Deodorant
were other attempts to stretch a good name. A good brand name
stands for something vibrant. You can suck the life out of it by
attaching it to a new product that stands for something
different.
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