So, Bell just bought Virgin Mobile in Canada for $142 million! More importantly, Bell’s been given a lease on the Virgin brand name. Its funny because I just blogged a couple weeks ago about how much I admired the Virgin brand and the way it has been built and handled. This deal on the other hand has left me skeptical – Bell’s recent branding campaigns haven’t exactly been spiffy (remember the “er” campaign, or not!). So, the question is if Bell has the capacity to protect and grow the Virgin brand name and more importantly, if it has the creativity to be charming?
Marketing Commentary by .
Feb 10
12
Dove for men?
I’m not someone who’s usually a fan of brand extensions. They invariably tend to dilute the built up brand equity of the parent brand. However, having said that, I do feel that the new mens line from Dove could actually be successful. Here are 2 simple reasons why:
1. Culturally it has become acceptable for men to take care of themselves. In fact, I wouldn’t be surprised if the guys at Dove were working with some numbers that showed quite a few men already using their products (no, I’m not one of them!)
2. In this particular case, dove seems to be very cleverly making positive use of their brand equity, telling men that they work hard and slog all their lives and hence deserve a little luxury for their skin. The ads are also pretty slick…hmm, maybe I need make a trip to the local grocery store!
Now we have to wait and see how the campaign and product actually fairs in the marketplace.
Posted in Marketing Commentary by Ujwal Arkalgud. 1 Comment