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Today’s Not-So-Obvious Brand Extension: Social Media Right Down To Your Fingernails

Today’s Not-So-Obvious Brand Extension: Social Media Right Down To Your Fingernails

Here at Technology Therapy Group, we love technology – but we also love marketing. We spend a lot of time looking at and analyzing the marketing endeavors of the world’s most successful brands, learning from what works and side-stepping what doesn’t.

One of our favorite areas of inquiry is the brand extension. A company that has reached a certain level of popularity can extend its reach and profitability by offering products and services that are different from their core offerings. Sometimes this works. When Starbucks decided to go into the coffee maker business – expect to see the Verismo on the next bridal registry list you peruse – it made sense. Same thing with Nestles’ decision to partner with the iconic Girl Scout Cookie brand to create new tasty treats.

Other times, brand extensions aren’t nearly as successful. When Zippo lighters decided to go into the perfume business, we were left scratching our heads. Who wants to smell like lighter fluid? Dr. Pepper marinade made our stomachs churn, and let’s just say that the Samsonite outerwear line was proof – at least for this group of fashionistas – that there’s peril in going too far off-brand.

Now we want to share with you our latest questionable brand extension:
Nail PolishFacebook’s Nail Polish. Called Social Butterfly Blue, the polish is an exact match for the blue Facebook uses for its header and font. It’s a cute, if slightly offbeat, nail polish shade. It’s only available at the official Facebook campus, which makes us think this is more of a novelty item than a strategic move into the cosmetics industry – probably for the best, given the very different nature of the fields.

What do you think? Would you wear Social Butterfly Blue? Is this a sensible brand extension for Facebook? Do you think the market exists for social-media themed cosmetics and accessories? Inquiring minds want to know – so tell us, here in the comments on the blog, on Facebook, or on Twitter.

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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