Worst Brand Extensions

" Up 2008 as being by brand -- readers and marketing professionals in the survey. By tipping -- joining us now is -- wasserman he is editor in chief of brand -- to explain where these companies went wrong what they were thinking and what they were smoking. Okay looks like a lot of choices out there tell us about some of the worst -- census of 2000 and it."

" Some of the mentioned Burger King underwear was the worse this year as voted by our readers also up there was Rolling Stones that the group -- the magazine. And ice wine you know with a with The Rolling Stones on it. Don't make enough money already that's that's that we would think and there there are some brands like kiss you know if you think it was a brand that -- their logo on everything and I think to a certain extent that's okay because you know it's part of the joke at this point but with a Rolling Stones they still have a lot of that sort of rebellious equity. And to try that in with a real yuppie product like ice wine is some applicants that now looks like -- gets some satisfaction maybe too much. But why do big businesses though take such crazy leaps. Others over the -- extra money you know especially these days a little bit extra -- though is good. I think it's important that marketing is not just about initiating things though it's about saying -- things a lot of times. And good marketing is knowing when to -- go to to certain things economics and your friends. Now some of these extensions that don't work what they in the costing the company I mean obviously there's the cost of doing this -- manufacturing. Marketing. But are there other costs intangible cost that we just don't see. Yeah I don't think it's there was a lot of money as a matter fact that it's it seems like it's usually a deal where you know lend us your name. And may go get some money back on and -- happily -- thing. But they did they can lose equity. You know is it. In in its intangible ways it's not something we see your stock price immediately go down but. You know the brown loses value over time minister something that that people sense and you have to really careful about you know keeping it that from happening that's how you make the distinction between Rolling Stones -- kids who. What industries are are. Are more likely -- have a better chance of making these crazy -- as opposed industries where is just so conservative that it's not worth it. That's a great question if universal lot of these that -- the worst brand extensions tend to be food brands I think people -- taboo of taking something you eat. Something that you know it meant to be nutrition. And and putting on something that you don't need and something -- really make sense some you know like if she goes lip -- was one of ours or really expensive a couple of years ago that this is people people like the mess with food and and and good analogy actually if you think of brands food like -- is great with the hamburger by you know put an ice cream okay. Let's we've been talking about all the mistakes what are some of the bright spots that you saw this here. Well the age which is a look you know as only Campbell Soup hum. Has been forever and the vegetable drink and they decided they had another shoe brand which was a -- one in the but the -- label on that and people you know. People put together vegetables before your -- and that mile cents compared with talk about 2009 word. What are some of the brand extensions and a pipeline and you know how they think they're going to work out. Well I would say it's going to be a more conservative a year you know keep the brands don't have. The wherewithal to put out as many extensions they -- is more cautious conservative climate. That set I think people get tired of all the caution and conservatism after awhile on the will be room for some some these frills brand extensions particularly over the holidays we saw a Burger King -- that smelled. Like beef called flame and that's a pretty well."

" What would be everything associated with what we saw on the election you know this whole notion of change. The youth growing stronger when it's politically do you think -- Companies try to build off of those type of social phenomenon."

" Oh definitely you know the lot of markers looked at the Obama campaign said you know they really didn't write what we pick up from them. And I don't know kind of dubious about a -- a while to me was -- a lifetime phenomenon and you know to. They attacked a breakfast cereal or something like that that's usually when -- things I tell us -- thank you very much weaker thank you."