A few weeks ago Crayola (formerly Binney and Smith) started selling bubbles in bright colors. Apparently when the bubbles burst, many leave a stain. As you might imagine, for those who have experienced this, they are not happy. The situation has turned some brand champions into brand inhibitors. Other blogs are providing forums for upset people.
I am going to post a different experience. Much of my career has been spent in arts administration and arts education. During that time, I was introduced to Crayola. They were a sponsor of many conferences that I organized and attended. Crayola has been successful in recruiting and retaining a ton of teacher brand champions. The brand is as committed to early childhood development as any. Their website says,
"We believe that for a life to be filled with knowledge, wisdom and accomplishment, it must be filled with wonder, adventure and daydreams. Before children can learn to think for themselves they must first be free to express what they're thinking. We believe in unleashing, nurturing and celebrating the colorful originality in every child."
I think the Crayola brand is time-tested and strong enough to weather this bubble bursting storm. However this situation might be a good lesson in brand stretch. If you are not Donald Trump or Richard Branson, do not go too far from what got you to where you are. What do you think?
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