Comments on: The scoop on Vivanno

By: marketingspoonful

marketingspoonful — Thu, 17 Jul 2008 13:50:34 +0000

Great comments. Thanks.
On the bike tip, Trek has successfully located a lower-quality bike by the same name in places like Dick’s Sporting Goods.
People know they’re not the same bike they’re going to get at a specialty bike shop, but they still want to ride what Lance rides.
The risk is over-extension, which is costly and usually caused by going after share points and volume at the expense of brand equity.

By: Taylor Hunt

Taylor Hunt — Thu, 17 Jul 2008 13:17:57 +0000

Take a look back to the late 80’s and early 90’s Mongoose Bicycles. When I was a kid. Mongoose was the end all be all. As soon as they diversified and lost their “underground” stamina they were labeled “sell outs”. Actually quite true. Mongoose got bought by Pacific cycles, then purchsed by Dorel Corp. Mongoose bikes are now sold at target. The bikes themselves are probably even better quality but the brand has lost most all of it’s steam. Branding had been replaced by lower price points.

By: Brock

Brock — Thu, 17 Jul 2008 02:33:31 +0000

Dell lost focus. They had great B2B reputation and direct to consumer business model. However, they got too consumer cool for themselves. And their product line too broad for their own good. If in doubt, open retail stores. Oh wait, maybe think again.