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March 2008

March 14, 2008

That Old-Time Religion

Vatican_3Bless 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.

Martyn Tipping was interviewed about the Vatican brand extensions for the Soho House magazine. In an article called “Merch the Church,” Martyn commented, “Selling papal pardons was pure brand licensing. ‘Don’t get any old pardon — get a certified pardon from the Pope.’ It’s the same premium you pay to have Hugo Boss on your trainers.”

For the full article in House, click here.

March 06, 2008

Brand Extensions Unleashed

Juicy2 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.

Geography aside, what's the relation, you ask? Well, the line that once separated human from pet grooming has blurred to the point that will leave many a brand manager, well, scratching. Take the recent launch of Juicy Crittoure, a new collection of canine perfumes and cosmetics sired by Juicy Couture. Available at Bloomingdale's and Neiman Marcus, the line complements an already extensive Juicy pet offering, which runs from the functional (bowls and collars) to the flagrant (a pink-sequined top with satin-ribbon trim—perfect for those springtime walks).

Read the full Brandweek editorial here.

About This Blog

Brand extensions are all around us — clothing from the Sierra Club, furniture polish from Steinway and, yes, even the kitchen sink from Jacuzzi. TippingSprung, a New York-based brand-extension consultancy, publishes an annual survey on brand extensions with Brandweek. If you spot a noteworthy extension for the blog or survey, email us.

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