Retooling a Classic
Dark Custom Cross Bones may sound like a character from J.K. Rowling, but this brand extension is pure Harley, not Harry. A sub-brand from Harley-Davidson, Dark Custom features stripped-down designs inspired by vintage post-war bikes. Gone are chrome and gleaming paint, replaced by blacked-out wheel rims, fenders, hubs, engine assembly, and the handle bars that lend the line its sinister name. Losing the chrome makes Dark Custom more affordable to younger riders, with some models selling under $10,000 (touring Harleys can cost upward of $35,000). With the average age of a Harley buyer around 46, an authentic, gritty sub-brand is a smart way to reach the next generation of Easy Riders. And because Dark Custom stays true to Harley’s roots and builds on the company’s heritage, it shouldn’t alienate the older wrinkly riders.
McDonalds has a university — Hamburger U — to train its managers and employees. The Ritz Carlton has a leadership-training center to coach other people's managers and employees. 
We’ve been paying a lot of attention to Playboy lately. Not because of the articles, mind you, but because of the sheer volume of new brand extensions in recent months. This fall, you can expect a Playboy men’s fragrance from Coty, as well as a new energy drink (think Red Bull in a red smoking jacket). And you can burn off that extra Playboy energy by hitting the slopes on a Playboy snowboard from Burton. 
There’s nothing new about music celebrities extending their brands into categories like fragrance and fashion — think Britney, Beyoncé, and J-Lo. But we’re intrigued by a slew of recent brand extensions from pop, rock, and hip-hop performers that may strike a more discordant note. Check out Kanye Travel, the new travel Web site from Kanye West, that’s little more than a blinged-up Travelocity. A much savvier foray comes from Dr. Dre, who recently introduced Beats by Dr. Dre Headphones that retail at $400 and look as good as they claim to sound. 
The new EA7 Emporio Armani tennis racquet is out, available exclusively at Emporio Armani stores. For $345, you get "the perfect balance of fashion and performance" — with the Armani logo printed on the frame, naturally. We're familiar with tennis greats making the leap to fashion brand — think of Monsieur Lacoste, the Grand Slam winning tennis champion whose nickname was "The Crockodile." But can a fashion brand hurdle the net in the opposite direction? We don't associate Armani with performance in tennis or any other sport. If Armani does make you look good on court, it’s because they make cool-looking activewear, not because their sports equipment helps you raise your game. Seems like a questionable brand extension to us. What's next, Gucci hockey sticks?
Bless me Father, for I have extended my brand. For years now, the Vatican Library has offered licensing opportunities in categories including collectibles, giftware, apparel, funeral urns, and jewelry. Who wouldn’t look lovely in a pair of Vatican Library Collection two-tone crystal starburst earrings? Last year the Vatican Observatory got in on the act, signing with a new licensing agent to extend the Vatican brand even further.
The models at Fashion Week weren't the only ones strutting their stuff down the catwalk in New York last month. Actually, better make that dogwalk. In February, the city also happened to host the 132nd Westminster Kennel Club Dog Show down the street at Madison Square Garden. 
