Talking About Positioning Blunders…

…couldn’t believe this item I came across today…

“Swiss Icon Branching Out”

“The 125 year-old maker of the Swiss Army knife is branching out into…

…cutlery, watches, shirts and perfume.”

Cutlery, maybe.

Watches, at a pinch (I actually have a “Swiss Army” watch that I bought some years ago…perhaps that was a one-off at the time).

Shirts and perfume???

Look…

…you can’t be too much clearer on the brand and the position with the name “Swiss Army Knife”.

And it doesn’t stand for shirts or perfume.

Apparently, this master stroke is designed to “breathe new life into the brand”.

As with all ill-judged line extensions, it risks doing the exact opposite.

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