The song remains the same

...a story that is never completely told...

“A great brand is a story that is never completely told.”

I just clocked this over at TIGS, what a great quote. I was sitting having breakfast with a good friend yesterday morning and he was wondering aloud why some brands that couldn’t possibly have been bigger all of a sudden become tiny before disappearing completely. He was talking about a particular American beer (whose name I can’t remember) that was the Budweiser of its day (I couldn’t imagine saying anything more insulting about a beer, except maybe this).

This has me thinking about brand extension – do brands therefore extend themselves because they finish the story they set out to tell? Once extended, do they find their story wasn’t al that interested in the first place?

Thinking about the uber-brands, Cadbury certainly has story left to tell, as does Apple, Nike, Vogue, who else? Contrast that with brands that we perhaps know too much about, like Microsoft or McDonalds. Those are easy targets though, who else is out there that seems to have run out of things to say?

(This also has me thinking about luxury brands, how open would not beat closed in that situation, and how not knowing the story adds to their appeal…hmmm that’s another post entirely.)

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Image courtesy of Mikey G Ottawa, with thanks to compfight.