Dr. Edward M. Tauber
Board of Advisors, Research
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Ed coined the term “Brand Extension” in 1979 to describe using the leverage of a well known brand name in one category to launch a new product in a different category. As a result, he formed Brand Extension Research in 1981 to develop brand extensions for major clients. He is a pioneer of brand extension insights that look beyond just measuring consumer permission to also identify a brand’s unique competitive advantage to ensure success. Ed has identified and launched new products valued in the hundreds of millions. His major successes include Nestle-Gerber Infant Formula, Clorox Clean-up, Dole Fruit & Juice Bars and Snickers Ice Cream Bars. A former Director of Research for Dancer, Fitzgerald, Sample NY (Saatchi) and Director of Market Research at Nestle-Carnation, Ed holds a Ph.D. in Business from Cornell, and an MA Economics from University of Virginia. |
What got you into this business in the first place?
While I was doing a research internship on Pillsbury products, I was asked to work on a new product. Have been hooked on new product development ever since.
Who was a big influence in your career?
New product director of Carnation Company – he believed in me and gave me a chance to show what I could do.
What was "your finest moment," the thing you're most proud of?
Identifying the concept of brand extension and giving it that name. Developing Clorox Cleanup and Nestle Formula. These are by far my biggest accomplishments in terms of new products that sell in the hundreds of millions of dollars.
What was your most embarrassing moment in this business?
Fired by Mars when they said they knew more about brand extension than I did. Nevertheless, they did launch Snickers Ice Cream Bar which my research identified.
Is there a great client story you'd care to share?
Started working as a consultant for Nestle in 1986 on one project. Consulting assignments lasted 23 years - world’s longest consulting project! They are a great company to work for.
What attracted you to Parham Santana?
A phone call from John. And an entire company that focuses on brand extension. WOW!
Do you have a method for coming up with ideas and solutions for clients?
I created the first research method to generate new brand extensions. Track record proves it works. Recently developed 'Reverse Ideation' based on our study of 500 successful brand extensions.
What makes a great brand?
One that owns something leverageable. That means it can communicate a distinctive benefit in other categories just from the associations with the brand name itself.
What driving career goals do you still have?
Find more brands to extend into big successes.
What talent do you wish you had?
Being a better musician.
If you had to live on a desert island, what would you miss most?
Car dealers, music stores and the ocean.
Is there any food that helps you think more creatively?
NO
What's your favorite sports team?
USC Trojans. Taught there a number of years and went to many football games.
What frustrates you the most?
Clients that think people who work for big companies know more than I do. I used to work for big companies and I knew less then.
What's your point of view about politics?
Not to talk about it in public.
Tell us about your pets?
They all died and left me alone.
What was growing up like for you?
Don’t know. Never did that.
What's your favorite TV program? And your least favorite?
Mad Men, Mad Men.
What do you do for a good time when you're not working?
Work on generating more work. Or build guitars, restore cars and motorcycles, go to car shows, or Internet surf.
What was college like for you?
Easy until my father died in my first year. Then I had to get serious.
What are your favorite Internet sites?
eBay & Bloomberg