{"id":39,"date":"2012-06-22T20:00:19","date_gmt":"2012-06-23T03:00:19","guid":{"rendered":"http:\/\/geldner.com\/?p=39"},"modified":"2017-01-11T22:15:10","modified_gmt":"2017-01-12T06:15:10","slug":"aaker-ries-whos-right-on-branding","status":"publish","type":"post","link":"https:\/\/geldner.com\/index.php\/2012\/06\/22\/aaker-ries-whos-right-on-branding\/","title":{"rendered":"Aaker &#038; Ries &#8212; who&#8217;s right on branding?"},"content":{"rendered":"<p><a title=\"\" href=\"http:\/\/www.brandingbusiness.com\/blogs\/brand-extension-strategy-aaker-vs-ries-who-is-right\">Pretty good overview of two competing philosophies about branding here. <\/a><\/p>\n<p>I responded online as follows:<\/p>\n<p>Both Aaker and Ries still agree about the &#8220;one idea&#8221; that encompasses the brand. I used to be a diehard Ries acolyte but there are too many cases where brand extension works &#8211; <strong><em>at least for the short term<\/em><\/strong>. And really, in some business models, the short-term is all that&#8217;s required.<\/p>\n<p>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. Now they are a one-trick pony consumer brand and just a shadow of their former size.<\/p>\n<p>It&#8217;s sort of like the actor who&#8217;s only known for playing gangsters. They get typecast. Sometimes it takes a major shakeup to move beyond the typecasting.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pretty good overview of two competing philosophies about branding here. I responded online as follows: Both Aaker and Ries still agree about the &#8220;one idea&#8221; that encompasses the brand. I used to be a diehard Ries acolyte but there are too many cases where brand extension works &#8211; at least &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_rsvp_to":"","_rsvp_max":"","_rsvp_show_attendees":"","_rsvp_instructions":"","simple_price":"","simple_price_label":"Tickets","venue":"","_template_start_hour":"","_template_start_minutes":"","_sked_minutes":"","_sked_stop":"","_sked_duration":"","_payment_gateway":"Cash or Custom","_rsvp_currency":"USD","_sked_hour":"12","_sked_end":"13:00","rsvp_tx_template":0,"_rsvp_start":0,"_rsvp_deadline":0,"_rsvp_deadline_daysbefore":"0","_rsvp_deadline_hours":"0","_rsvp_reg_daysbefore":"0","_rsvp_reg_hours":"0","_rsvp_count_party":"1","_timezone":"America\/Los_Angeles","_rsvp_on":false,"_add_timezone":false,"_convert_timezone":false,"_calendar_icons":true,"_rsvp_end_display":false,"_rsvp_rsvpmaker_send_confirmation_email":false,"_rsvp_confirmation_after_payment":false,"_rsvp_confirmation_include_event":false,"_rsvp_count":true,"_rsvp_yesno":true,"_rsvp_captcha":false,"_rsvp_login_required":false,"_rsvp_form_show_date":false,"_show_rsvpmaker_options":false,"footnotes":""},"categories":[4],"tags":[],"class_list":["post-39","post","type-post","status-publish","format-standard","hentry","category-marketing"],"_links":{"self":[{"href":"https:\/\/geldner.com\/index.php\/wp-json\/wp\/v2\/posts\/39","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/geldner.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/geldner.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/geldner.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/geldner.com\/index.php\/wp-json\/wp\/v2\/comments?post=39"}],"version-history":[{"count":0,"href":"https:\/\/geldner.com\/index.php\/wp-json\/wp\/v2\/posts\/39\/revisions"}],"wp:attachment":[{"href":"https:\/\/geldner.com\/index.php\/wp-json\/wp\/v2\/media?parent=39"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/geldner.com\/index.php\/wp-json\/wp\/v2\/categories?post=39"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/geldner.com\/index.php\/wp-json\/wp\/v2\/tags?post=39"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}