Re: Barrier to entry

From: Paul Whitelam <paul_at_englishman.co.uk>
Date: Thu 30 Mar 2000 16:43:02 +0100 (GMT+01:00)

ROB FRANKEL WROTE:
> Doesn't that strike you as weird? If Amazon WERE a
> great brand, it SHOULD be Amazon Drugs!

JOHN WHITESIDE REPLIED:
> "Branding 101: brands don't transfer across all
> categories. Which is why you don't see Ivory motor
> oil or Pennzoil dishwasher detergent....."

Maybe Richard Branson failed Branding 101. How else
could Virgin Atlantic, Cola, Music, Phones, Financial
Services, Holidays etc....be so successful?

Or maybe the greatest brands DO transfer well across
categories. From their website: "Today, 96% of British
consumers have heard of Virgin and it is one of the
world's top 50 brands..... In the eyes of consumers
Virgin stands for value, quality, innovation, fun and a
sense of competitive challenge".

I completely agree - Virgin's brand attributes appeal
to consumers in all sorts of industries, and this is
proof positive that transfer is possible with a strong
enough brand. If the concept of Amazon Detergent
rankles, this speaks volumes for Amazon's brand
strength, or, at least, the limitations of their
existing brand attributes.

Paul Whitelam
paul_at_englishman.co.uk


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Received on Thu Mar 30 2000 - 09:43:02 CST