Million Dollar Legs.... by Art Rothafel

 At marketing and branding conferences we talk about "legs."   It's not what you think. 

It's about this:      Does the brand have "legs?" 

In other words, how far can we stretch the brand... in order to imprint on the consciousness of the target market.

It typically takes some time but there are some clear examples of brands with "Million Dollar Legs!"

Gold's Gear.  So successful line extending its brand on apparel and other gear that I've been told that it's well over $2,000,000 in additional sales each year.  Apparel, Equipment, Coffee mugs, etc...

Van Halen & AC/DC: Still rockin' to this day, these brands continue to sell an enormous amount of licensed merchandise to all age groups. Stickers, T-shirts, mugs, even logo guitars.

College /University:  Listen... merchandising and loyalty branding is not lost on higher education.  Walk into any college or university store and you'll find branding "legs" on all kinds of things.  They totally get it when it comes to branding!

Harley Davidson:  Probably the grand daddy of them.  Here's a brand so powerful... that Harley enthusiasts actually tattoo the company logo on their bodies!

So, here's the question.  Does your brand have legs?