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