Orphan Equity

It's interesting. Brands are just like people; you meet all kinds.

Most brands, in my humble opinion, suffer from a lack of substance. A whole lot of glitz, glamour, promises, forced imagery, poetic prose, but nothing real to back it up. Most of time this is due to the simple fact they have nothing to back it up. The brand is image, is powered by imagery, and the real benefit imaginary.

But every once in a while my slightly bent strategist perspective picks up something very different on my brand radar. A brand with more go than show. A brand that has tons of real honest to goodness equity. A brand that has orphan equity. Orphan equity is brand equity that isn't being used. Isn't being appreciated. And in business terms, isn't being leveraged. As a brand strategist my reaction is an equal blend of two emotions - I'm excited about the discovery and pissed that it's being wasted.

This has been very much top-of-mind for me over the last year as we have acquired and grown a fleet of new wheeled vehicles for our 17 -month old son Valentino. I swear, the kid could be on Cribs. "Now let's take a walk out to my garage. Over here we have the Red Flyer roadster for those days I'm feeling sporty. And over here we have the over-sized, ATV-edition Red Flyer wagon for carrying the toys and posse to the park. And over there we have my collection of strollers for those times I feel like being chauffeured."

Radio Flyer. Now that is a hell of a brand. Not necessarily in it's current form, but man... talk about equity. This brand has been around since 1917. They essentially invented the little red wagon. They defined how kids play and continue to innovate ways in which kids can have fun. Their products are masterful. Their look is definitive. But their brand... well, it's an under-achiever in my book. I have been on their website, read their brochures in detail, and have purchased a few products. It's good, the brand. But it could be great.

And just like any other orphan, I want to take them in. Adopt them. Care for them. And make them grow. So, Radio Flyer, if you're out there, let me play. I would love to take you from good to great. You are a legend in the world of toys, and like other great brands, have an amazing back story to tell. Until then I will just have to enjoy your brand through the eyes of my son. Because nothing makes a little kid smile like a shiny red wagon.