Would you buy a Which? washing machine? Would you want a Which? credit card?

Over the weekend it was reported that Peter Vicary-Smith (Which?’s Chief Executive) wants to extend the brand into products and services. James Ashton in The Sunday Times said, “It is considering capital raising for acquisitions, striking joint ventures with commercial partners or pooling equity to raise funds”.

Now, as Peter Vicary-Smith said, “Which? is a phenomenally well-trusted brand” - it is undoubtedly true that consumer trust is an important and valuable brand characteristic. However I would urge caution; just because a brand could extend it doesn’t mean it should extend.

What concerns me is that fundamental to the phenomenal trust that Which has is a belief that its testing is independent and that it has no vested interest in the results of the products and services it trials.

I for one would have to say that I would be a touch more sceptical of a Which? report on washing  machines that rated their own washing machine at No 1, and my trust in the brand might be questioned if the best anti-wrinkle cream happened to be that offered by Which?.

As many brands have learnt to their cost, trust can take a long time to earn but can be lost very quickly. What’s more in the case of Which? it is not just that it is a trusted brand that is important but the fact that the trust it has is based on its impartiality. A move into products and services undermines that impartiality and when it comes to Which?, I like many consumers am partial to its impartiality.

Talking to a client about a brand stretch issue made me think about some of  worst recent brand extensions. A quick poll around our offices and the leader was without doubt Kellogg’s hip-hop street wear. 

But bad brand ideas are everywhere! A few of our favourites are Cosmopolitan water, Guinness slippers and pipes, Harley Davidson’s cake Decorations, Precious Moments coffins, Hooters airlines, Cheetos lip balm and Salvador Dali deodorant.

Although Coke’s RPet clothing line, made from recycled bottles, is an interesting one that suffers from the fact that its plastic packaging is set up as part of the problem.

It’s always worth remembering the key principles of successful brand extension:

1. Ideas are not the only problem
2. Understand your brand
3. Could comes before should
4. Renovate before you innovate
5. Steady as she goes
6. Relevant and credible are not enough