Friday, October 15, 2004

Drinking Speedo

In brand licensing, just because you can doesn't mean that you should. Case in point, Speedo Sportswater, the bottled drink marketed by Fuze Beverages under license from Speedo.

Yes, Speedo is a dominant water brand. But, as someone there may have failed to acknowledge, that dominance involves swimming in it, not drinking it.

Fit & relevance with the brand, product design & implementation, and channels of distribution are all key ingredients to successful brand extension, via license or otherwise. If this was an innovative product with exciting/unique packaging, maybe the definitions for fit & relevance can expand. Innovative packaging, for example, can create relevance with design or usability that leverages the heritage of the brand. For Speedo water, perhaps this could have been some kind of swimmer-friendly sipper-top, or something that stops the bottle from rolling away from the edge of the pool.

A few years back Nike teamed with Philips to market a line of MP3 players. Rather than just another gadget with a swoosh, this product was positioned as a device to enhance a workout - and this was supported by an ability to create a soundtrack for your workout with playlists from the Nike website.

Speedo Sportswater, by contrast, is a copycat product that offers no distinguishable benefit and no real connection to the Speedo brand, beyond the aforementioned water thing. The tagline on the bottle: "We know water." Well, Mercedes knows gasoline - but I don't see them getting into the petroleum business.

Channels of distribution offer another shot at sparking relevance. The cafe or vending machine at the gym can offer the consumer some context to connect the dots. Maybe the snack bar at the beach would be appropriate, too. Though I might steer clear of the poolside snack bar, as the ill-conceived blue bottle may mislead as to the actual source of the water. I should note here that the only place I have ever seen this water was at a local pizza shop. Very un-Speedo.

Speedo is a rich, dominant brand. Efforts to enhance that richness and extend that dominance require careful consideration in rationale, positioning and execution. Speedo missed on all three.

32 Comments:

Anonymous Anonymous said...

I appreciate your information on Product Design. I just bookmarked your site and will be back regulalry to keep on top of it. Please check out my blog on Product Design Exposed - I'd really appreciate it

October 13, 2005 at 2:44 PM  
Anonymous Anonymous said...

Hi, here is the greatest online business opportunity of the 21st century. Come and check the videos about online business opportunity and see why it is possible to make $4,000 a week ! Dave

November 6, 2005 at 8:10 PM  
Anonymous Anonymous said...

I've Made My First Affiliate Commission!

See How I Did It Here - It's Quick And Easy!

performance product

November 7, 2005 at 11:51 AM  
Anonymous weight loss pill said...

Your blog is great If you ever need weightloss related stuff, I'm sure you'd be interested in weightloss

November 12, 2005 at 3:20 AM  
Anonymous Anonymous said...

November 15, 2005 at 8:31 PM  
Anonymous microbiotic diet said...

When it comes to Drinking Speedo, you have to hand it to JP be. Spot on as usual! And if you expand your thinking a bit into other aspects of south beach diet the whole question can become quite riveting. Just take a moment ... you might like what you find :-)

December 17, 2005 at 8:53 AM  
Anonymous Happy visitor said...

You can find some great information about adkins twila co ky right here http://atkinsdiet.find-it-first.biz in case anyone is interested.

January 19, 2006 at 8:49 PM  
Blogger Chris Moonbeams said...

Hi there, I was surfing the internet and I found your blog. I enjoy the style of how this all works.

I'll be coming back again.

Regards,

AIU Degree Online

January 23, 2006 at 3:59 PM  
Blogger peloquin said...

All I can say is wow what a great job! The other half and I just got back from our friends house (well actually her friends house) and I needed a big break. I am working on a business project right now that is based on weight loss drug. I have literally been on-line for 4-5 hours doing research. Even though your blog really isn�t on the same page as weight loss drug I am certainly glad I came across your blog. There are a ton of great view points on this blog. Well I think I can here the kids screaming in the background. I put you in my internet favorites and I will certainly come back and visit. If you want to take a peek at my site you can find me here at http://www.information-on-weight-loss.com. I update my site very frequently. Again, great job blogging and I will be back again soon!

February 26, 2006 at 6:27 PM  
Blogger rampal123 said...

http://best-weight-loss.biz/The Beginners Guide to Losing Weight
quick weight loss
http://best-weight-loss.biz/

March 7, 2006 at 1:35 PM  
Blogger kutta-singh-125 said...

http://best-weight-loss.biz/The Beginners Guide to Losing Weight
star jones weight loss
http://best-weight-loss.biz/

March 10, 2006 at 3:47 PM  
Anonymous weight loss online tip said...


quick weight loss Weight Loss Tips - 101 Weight Loss Plan

101 Plan to Lose 10 Pounds or more and Keep it Off!

There was a time in this world when the need to lose weight was completely unheard of. People ate well, but the worked well too. They woke up early in the morning and then engaged in a whole day's work.

The world has changed so much since those days. Life styles have changed and the comforts and facilities have increased so much. But every rose has its thorn. Weight Loss Tips quick weight loss

April 13, 2006 at 12:47 AM  
Anonymous Anonymous said...

Hi, I was out blogging and found your site. It certainly got my attention and interest. I was looking for minerals information and even though this isn't a perfect match I enjoyed your site. Thanks for the read!

April 26, 2006 at 1:37 PM  
Anonymous Anonymous said...

Hey, pretty nice blog you have here. I'm just starting to build my first one and was looking at what others were doing.


Pat
anna nicole smith weight loss

May 8, 2006 at 11:30 PM  
Anonymous Anonymous said...

Very informative blog. I found everything I needed here. Great content! history of massage therapy

May 10, 2006 at 9:44 AM  
Anonymous Scott Arthur Edwards said...

Dear friends, here is a really cool site that gives you a lot of FREE information that you can really use. Get FREE Daily and Weekly Foreign Exchange Outlook, Rates, Trends and Currency Shifts. Click here: FOREX

June 13, 2006 at 8:44 AM  
Blogger Scott A. Edwards said...

Hello I am the traffic man, zip, zip, zip. make a new resolution to get a flood of traffic to your website this year. Let me show you how to get FREE traffic to your site. Yes I said FREE, FREE, FREE!!! Don't delay.

To find out more, visit my net money site. It successfully covers FREE information exposing FREE traffic and net money related stuff. Don't forget - FREE, FREE, FREE. You have nothing to lose!

June 13, 2006 at 3:47 PM  
Blogger Joe Berenguer said...

I was searching blogs,and I found your site.Please,
accept my congratulations for your excellent work!
If you have a moment, please visit my site:
diet home
It pretty much covers diet home related issues.
Have a good day!

June 16, 2006 at 6:26 AM  
Anonymous Anonymous said...

When we are born our brains are like empty computers waiting to be fed information. As we grow our peers act as our programmers, they supply us with the knowledge which we channel through the conscious mind into the subconscious (our hard drive). The subconscious mind is the biggest hard drive ever developed - it stores everything we come in contact with and by no means is all of this information of a positive nature.
All that we have heard, touched, smelt, tasted and seen are stored in the recesses of our minds. The subconscious mind holds on to this information until we need to recall it. For example when you were young your curiosity lead you to investigate your surroundings. When you approached a substance that was dangerous, such as fire, your parents or guardians would most likely have rebuked or scolded you if you ventured too near the flame. Perhaps you may even recall an incident when you were physically burned. Your subconscious mind then began to relate scolding (or pain) with the intense heat of the fire and would therefore feed the feelings of the scolding incident back to you whenever you got too close to fire again, thus acting as an early warning system.
This is the mechanism used by our brains to learn. It is also the same method employed by the mind in every situation. The subconscious mind has a tendency to emulate what it sees - it tends to replicate its environment. This is why so many people find themselves in similar relationships and situations that they saw their parents in while they were growing up. Most people also hold very strongly or similar views of their parents.
Think of a time when you gave yourself praise. What words did you use? Do you use the same words that your parents or peers used when they were praising you? The same is applicable when you scold yourself.
Watch your internal dialogue. Look at it closely. It takes diligence to change the way you think. When you notice yourself thinking a negative chose to think the opposite. This way you neutralise the negative thought. Now the think the positive thought again! You have just reversed the negative thinking in that moment and remember you only have this moment. No other time exists!
Daydream about what might be. Imagine things they way you wish them to be. If you catch yourself thinking "this is just a daydream - a fantasy" then stop! Think the opposite. It is not a daydream it is your reality. Now think it again.
By doing this simple procedure you will begin to retrain your subconscious mind to think positively and you will ultimately begin to consciously create a life that dreams are made of! self hypnosis

June 17, 2006 at 2:05 PM  
Anonymous Anonymous said...

Hi, I was totally enthralled with the messages you have posted in this self help, healing, weight loss, health, spirit, spiritual, the secret, love, prosperity, abundance, blog. Keep up the posts, I have added you to my favorites!

T.P.
http://www.tonyapruitt.com

June 19, 2006 at 7:19 AM  
Anonymous Weight Loss said...

Nice post! I have had difficulty with weight loss in the past and as a consequence have put together a Weight Loss Hypnosis blog. If you get a chance check it out. Take care. :-)

September 22, 2006 at 4:41 AM  
Blogger SEO said...

Your readers my enjoy other resources such as birth control information and knowing some of the best sites to buy birth control information .

October 27, 2006 at 1:04 AM  
Anonymous Buy Levitra said...

Great article! Thanks.

August 18, 2007 at 9:04 PM  
Anonymous Phentermine said...

Thanks for interesting article.

August 19, 2007 at 2:23 AM  
Anonymous Anonimous said...

Nice! Nice site! Good resources here. I will bookmark!

September 9, 2007 at 8:20 PM  
Anonymous Maxwells said...

I see first time your site guys. I like you :)

September 10, 2007 at 6:07 AM  
Anonymous Anonimous said...

Excellent website. Good work. Very useful. I will bookmark!

September 10, 2007 at 7:06 PM  
Anonymous motivational said...

companies marketing mineral makeups and also get the best bargains in mineral makeup you can imagine,
find aout how to consolidate your students loans or just how to lower your actual rates.,
looking for breast enlargements? in Rochester,
homeopathy for eczema learn about it.,
Allergies, information about lipitor,
save big with great bargains in mineral makeup,

change edition interviewing motivational people preparing second
,

interviewing motivational people preparing second time
,

interviewing people motivational preparing for a second time
,

black mold exposure
,

black mold exposure symptoms
,

black mold symptoms of exposure
,

free job interview questions
,

free job interview answers
,

interview answers to get a job
,

lookfor hair styles for fine thin hair
,

search hair styles for fine thin hair
,

hair styles for fine thin hair
,

beach resort in the philippines
,

great beach resort in the philippines
,

luxury beach resort in the philippines
,
iron garden gates, here,
iron garden gates,
wrought iron garden gates
, here
,
wrought iron garden gates
,
You: The Owner's Manual: An Insider's Guide to the Body That Will Make You Healthier and Younger
,
eat eating mindless more than think we we why
,


texturizer,
texturizers here,
black hair texturizer,
find aout how care curly hair,
find about how to care curly hair,
care curly hair,
lipitor rash,
lipitor reactions,
new house ventura california,
the house new houston tx,
new house washington dc,
new house pa philadelphia,
san antonio tx house new,
house new pa philadelphia,
new house washington dc,
new house ventura california,
the house new houston tx,
house new san antonio tx,
the house new houston tx, that you are looking for,
new house ventura california, you need to buy,
new house washington dc,
house new pa philadelphia,
new house san antonio tx,

hair surgery transplant
,

air filter allergy
,

refurbished dell laptop computers
,

hair surgery transplant
,

air filter allergy
,

refurbished dell laptop computers
,

hair surgery transplant
,

air filter allergy
,

refurbished dell laptop computers
,

chocolate esophagus heartburn study
,

chocolate esophagus heartburn study
be informed,

digestion healing healthy heartburn natural preventing way
,

digestion healing healthy heartburn natural preventing way
,
sew skirts, 16simple styles you can make!,
sew what skirts 16 simple styles you,
rebates and discounts on sunsetter awnings,
sunsetter awnings discounts and rebates,
discount on sunsetter awnings


truck and bus tires 12r 22.5, get the best price,
tires truck and bus 12r 22.5 best price,
tires truck bus tires12r 22.5 best price,
plush car seat strap covers,
car seat strap covers,plush,
car seat strap, plush covers,
oscoda voip phone systems, the best!,
oscoda voip the phone system,
oscoda voip phone systems,
exterior iron gates,
oriental wrought iron gates,
powder coated iron garden fencing,m

February 19, 2008 at 4:30 PM  
Anonymous beach resort said...

black mold exposure,
black mold symptoms of exposure,

wrought iron garden gates,
your nest iron garden gates, here,

hair styles for fine thin hair,
search hair styles for fine thin hair,

night vision binoculars,
buy, night vision binoculars,

lipitor reactions,
lipitor reactions,


luxury beach resort in the philippines,
beach resort in the philippines,

homeopathy for baby eczema.,
homeopathy for baby eczema.,

save big with great mineral makeup bargains,
companies marketing mineral makeups,

prodam iphone praha,
Apple prodam iphone praha,

March 19, 2008 at 5:07 PM  
Blogger luccy said...

Other than the FDA approved weight loss pills, herbs and medicines prepared from herbal products also adequately assist you in triggering off weight loss. As you scan the herbal weight loss related pages of the website http://www.weight-loss-truths.com , you would come to known that herbal weight loss is possible through herbal products such as Hoodia, Dandelion, Pyruvate, Aloe Vera et al. However, before opting for herbal weight loss products, it is necessary for you to consult with a herbal practitioner.

December 31, 2008 at 2:22 AM  
Anonymous hotel in prague said...

This blog is great..I think Speedo is a good product...Thanks for sharing..

August 23, 2009 at 8:40 PM  
Anonymous Anonymous said...

When you are planning to adopt an motion shot ahead of time, get informed in regards to the subject material. You are unable to take a excellent shot of something that is relocating if you don't recognize the kinds of movement involved. Learn about the motions of your subject matter and it will surely show within your photographs. [url=http://www.x21w12w21.info]Interfgfgf[/url]

March 30, 2013 at 7:15 AM  

Post a Comment

<< Home