E for Excitement… and Brand Extension.
Brand Extension isn’t always about launching more products with great sales potential in themselves. Sometimes the smartest brand extension plays are those that reinforce brand excitement and the values that made the brand loved in the first place.
Uber have done just that with the launch of UberBoat in Croatia, home to over 1,000 islands with most only accessible via boat. This add-on to the ride-sharing service lets you book a boat and captain on-demand, day or night, from Split, the Split airport, Hvar, or Dubrovnik. The service begins June 26 and runs through the summer.
Researching our recent article on shoe retailer Aldo’s strategy for integrating physical stores and digital marketing, I came across a quote on product development from Aldo’s SVP, Nick Martire that struck a chord. Martire believes that if consumers “…don’t love your product, it doesn’t matter how much ‘makeup’ you put on it. Product is key… The customer has to genuinely fall in love with it.”
And with this clever piece of branded product development, Uber have followed that mantra with superb execution.
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
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Pics Courtesy Uber.