Andy Sernovitz’ post at Marketing Profs Daily Fix serves a very straightforward example of all that’s right with branding and all that’s wrong with brand abuse. As Krispy Kreme announces its product line extension into the cold ice cream business, Andy points out the faults and fixes of one of the poster children of simple, consistent branding and word-of-mouth marketing.

To summarize and rephrase his synopsis, here are the quick lessons to learn:

Hang your hat on only one position, and focus it as much as possible. Krispy Kreme is known for hot donuts, not cold ice cream. Hot donuts are what’s worth talking about. Hot donuts are worth standing in line for. Hot donuts are worth being impulsive about.

Don’t sacrifice your brand in exchange for distribution. Krispy Kreme started letting their hot donuts go stale at grocery stores and gas stations. Don’t jump at mass distribution opportunities if it loosens your grip on your brand. Lines outside of a Krispy Kreme store is much more appealing and persuasive than a few boxes thrown on a table at the local Kroger.

Don’t compete with stronger brands outside of your area of expertise . . . cuz it’s their expertise. C’mon . . . cold ice cream? Really? Is this the brand extension you want to chase after? Not only does it not fit Krispy Kreme, but every variation of creamery is already out there: Marble Slab, Cold Stone, Baskin-Robbins, DQ. Can Krispy Kreme really do for ice cream what it did for donuts? Nope. Brand extensions have to make sense with your brand, or else their just extensions (and usually costly ones, at that).

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