Aaker & Ries -- who's right on branding?

Both Aaker and Ries still agree about the “one idea” that encompasses the brand. I used to be a diehard Ries acolyte but there are too many cases where brand extension works — AT LEAST FOR THE SHORT TERM. And really, in some business models, the short-term is all that’s required. Some brands in fact, are too powerfully associated with a particular concept and fail utterly when that concept is paradigm shifted out of existence. Polaroid is a good example. Instant prints. Their failure to move aggressively into other spaces tied themselves to instant prints forever. It’s sort of like the actor who’s only known for playing gangsters. They get typecast. Sometimes it takes a major shakeup to move beyond the typecasting.

06.22.2012. 20:27

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