What’s Wrong With This Picture
6 Comments Published by Frank Lane March 6th, 2008 in Alignment, Way OffNoticed in Atlanta. Wilson’s The Leather Company featuring canvas and hard-case, non leather baggage and cases.
Just feels completely wrong when you walk by stores that have been filled with various items, all in leather for so many years. It is a pity.
Yes, you are right.
Looks like political correctness has struck again.
How fine of a line is there between brand extensions, and losing focus/alignment?
Randy,
I think it’s a more definite line than people want to admit. P&G is doing some new things now that we need to watch, where they are bringing out Downy with Fabreze and other co-branding attempts. I am going to request a meeting with the CEO of P&G to discuss the thinking, but not sure I will get one.
I do know if you are “the Leather People,” selling canvas is a stretch.
Offering items without ANY leather seems to be completely inconsistent with their brand.
I am assuming the company determined their problem wasn’t with the design dept (or sales, marketing, p.r. etc) but that they believed consumers were moving away from leather to fabrics. If so, perhaps they could have offered items that were made with a good portion of leather but decorated with colorful, high-quality upscale fabrics (100% cotton, silk etc.).
Could this have provided a way for “the leather people” to offer more fashionable items, attract new customers and build sales while still being consistent with their brand?
I can’t remember the brand that’s “airing” this particular commercial (what’s that tell me?); perhaps it was “Fresh Step,” perhaps not. But I do remember that it was a producer of cat litter. They are very proud that their product masks the smell of a litter box….so much so that even the cat can’t find the box.
I mean, what could be worse?
Randy,
This is Fresh Step. You make a good point.