Smart Brand Extension

InCase the maker of protective phone and laptop cases is moving into making bookbags.  They are using skater maverick Paul Rodriguez as an endorser to help them make the transition from handheld to carry-on casing. This makes complete sense to me.

“Bookbags” are not so much about books anymore.  The form we retreive information in is progressively digitalized.  Laptop’s, mp3 players, GPS units and Kindles, while all practical devices on their own, aren’t convenient to carry together for a long haul. Essentially bags have become mini-tech storage outlets that need more protection.

What’s interesting is that InCase has leveraged its brand to take advantage of its distribution model. The brand is primarily sold through high-end electronic outlets like the Apple Store and Design Within Reach.

This is a great brand extension because InCase has essential created a new distirbution channel to buy well designed functional bags in electronic stores, while extending its brand’s footprint across the store.  Smart. Real smart.

You can buy one here.

(George 3.0)