A brand extension that works – The Glee Project!

So many brand extensions do not work.  The brand itself may not be not strong enough to support an extension or the category is so crowded that the extension gets lost among  hundreds of competitors.  But in this interesting twist -- from popular television show to reality TV show -- the extension is not only successful in its own right but it supports additional interest in the original show. As a viewer it is fun to get to know three of the creative forces associated with the show - Ryan Murphy, Robert Ulrich, and Zach Woodlee. Watching them work with and critique the young talent is a window into the preparation and operation of “Glee.”  And every week Robert and Zach look more like proud parents, as they watch, encourage and root for their “kids” who wind up in the bottom three, than hard-bitten Hollywood types.  This personalizes the show in untold ways. Kudos all around on this effort.  A strong brand, a strong extension, a more deeply engaged audience.