How often we tap into stories of brands embarking in stretches and extensions into new, unexplored and brand-dangerous territories, such as entry price offers? It happens far too frequently in the Fashion world: the recent crisis which starting hitting few years ago and is persistingly embracing the Fashion & Lifestyle world in a deadly hug has pushed so many brands far away from their core values, from their true personality and from their valued consumer basis, desperately searching for business opportunities "down there", where prices are low, with flaming new entry price series.
Well the following story, one of true and authentic brand protection and enhancement comes from german luxury car manufacturer Porsche: never dilute your brand, alienating your consumers, were this to cost giving up plans for new segments and categories to be attacked, whenever these do not sit in your core values and personality territory.
And here's the story.
German sports car manufacturer Porsche - owned for 49.9% of its core business by Europe's largest auto maker Volkswagen - has dropped plans to build a two-seater vehicle which would have been smaller and cheaper than its Boxster model, Stuttgarter Zeitung reported on Saturday, citing Chief Executive Officer Matthias Müller.
Such plans would risk diluting the brand and alienate traditional customers, according to Mr Müller:
“We would do no good to the brand if we were to lose traditional Porsche customers” by pursuing a smaller Boxster model, the CEO was quoted as saying in an interview.
Mr Müller said Porsche also has no immediate plans to develop a smaller version of its four-door Panamera sedan, though he indicated that such a model could become an option in five or six years.
Yet another fashion blog