The concept of extension is well-known to consumer product marketers. In the classical definition, there are two types of extensions: (for example, Porsche automobiles moving into offering Porsche jackets, caps, etc.)
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Most online users are familiar with Yahoo!, the most frequently visited destination on the Internet today. What many people don't realize, however, is that Yahoo! is more than the search-engine based model it once was. Rapidly expanding outside their original offerings, Yahoo! has realized the importance of rationalizing their growing portfolio of brands, and even more importantly, their strategic partnerships.

Simplifying the vast array of Yahoo! properties was the first step toward organization. S+G developed a strategy that allowed Yahoo! to use its greatest asset, the Yahoo! brand itself, to enhance cross- pollination across properties. The result was a comprehensive brand roadmap, used daily by Yahoo! product managers. This outlined how and when the Yahoo! master brand should be used with acquired or home-grown products on and off the network. Ultimately, the new brand architecture also helps Yahoo! users, advertisers, and partners develop a better familiarity with Yahoo! as it continues to grow.

Siegel+Gale's Larry Vincent will be speaking at the BlogWorld & New Media Expo in Las Vegas, Nevada November 7th–9th. We are looking forward to seeing many of you there. If you plan on attending, please contact us so that we can be sure say hello!

Siegel+Gale announces the appointment of Larry Vincent as Group Director, Brand Strategy, Los Angeles, effective September 1, 2007. As the newest member of our brand strategy practice, Larry's focus will be on expanding the firm's footprint in the converging entertainment, new media and technology sectors. Larry Vincent is a writer and strategic marketing consultant, specializing in brand management, corporate alliances, integrated marketing and branded entertainment.

His clients have included MasterCard International, Texas Instruments, the National Football League, the Smithsonian Institution and The Home Depot, to name a few. Prior to joining Siegel+Gale, Larry led the Los Angeles office and entertainment marketing division of Octagon Worldwide.

Larry is an active writer. His book, Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Market Strategy, was released by Dearborn Trade Publishing in 2002. The book explores the narrative structure of consumer brands and the ways in which consumers develop relationships with brands over time through the devices of storytelling. He is currently at work on a new marketing title, due out in 2008. He released a collection of poetry in early 2007.

Larry began his career managing and developing strategic brand alliances and partnerships for The Walt Disney Company, where he spearheaded projects that leveraged Disney's brand equity and integrated marketing power to launch initiatives with leading corporate partners such as AT&T, American Express, Coca-Cola and Kodak. He also worked on global brand building initiatives that spanned multiple Disney divisions. He holds an MBA from USC's Marshall School of Business. He also received his Bachelor's degree from USC, where he attended the School of Cinema- Television.