In 2017,
I’m launching a spin off brand
(a new series)
of an already popular brand
(an established series).
A brand extension
usually stands
for the same thing
as the original brand.
A spin off
stands for something different
while still appealing
to the original brand’s core customers.
It is important
that prospects know
it is different
but not too different.
Rogue One is a spin off
of the successful Star Wars franchise.
How did they ensure
movie goers knew it was a spin off?
Ricky Strauss,
President of Marketing
for The Walt Disney Studios,
shares
“By calling it a Star Wars “story”
as opposed to an “episode.”
The movie builds on
the Star Wars legacy
and mythology
but has a different feel
and complexion.
In the marketing materials,
there are no lightsabers,
there are no droids
and there is a brand-new group
of actors.
When you look at
the outdoor campaign,
the only thing you can see
that is similar are Stormtroopers
— but like you’ve never seen them before,
standing on a beach.
It’s very clear that
Rogue One isn’t one of
the episodic Star Wars films.”
If the brand is a spin off,
signal that clearly.