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Just Because You Can Do Something Doesn’t Mean You Should: On Brand Extensions

Just Because You Can Do Something Doesn’t Mean You Should: On Brand Extensions

One of the neat things about owning a thriving business is that the better your company does, more and more opportunities become available to you. Success is a strong magnet. When other entrepreneurs or business owners see that you’re doing well, they look for ways to hitch their wagon to your star. This can happen in many ways: strategic alliances, joint ventures, licensing opportunities and more.

You need to consider these opportunities very, very carefully. It can be so exciting – especially when a larger brand reaches out to you and says, “Hey, let’s do this together!” – that you forget to consider whether or not a move is really in your brand’s best interests, long-term.

Today’s questionable brand extension comes in the form of the Duck Dynasty branded Bible. I’ll be the first to admit to admiring the Robertson family’s marketing prowess previously, but this time, I think they’re really on some shaky ground.

The most important asset any company has is its relationship with its customers. The Robertsons have attracted legions of fans to what is, essentially, a lifestyle brand. They have a TV show, but the larger message of faith, family, and a conservative, rural worldview has driven jaw-dropping sales of all types of merchandise, including books, DVDs, apparel and more. Currently, there are more than 20 pages of Duck Dynasty related items listed on Amazon.

A key component of the Robertsons’ appeal is the perception that they’re down-home, humble people. That’s what makes the branded Bible such a problematic proposition. It’s hardly down-home and humble to think that your commentary can improve upon what almost the entirety of your target market considers to be the world’s holiest book. Will the arrogance of this brand extension be enough to clip Duck Dynasty’s wings?

We don’t know that yet – but we’re confident in saying that just because a business can do something doesn’t mean it should. Making the right strategic choices for your company is always hard, and it’s especially tricky during times of rapid growth.

For best results, you’ll want to work with a trusted advisor. We take the long term approach when advising our clients. There are many routes to taking your company to the next level. You want to pick the one that’s right for you today – and for years to come!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office