Tag Archives: Brand ladders

Statoil powered by gas

This photo was taken inside the AirBerlin terminal at Berlin Tegel Airport. When I walked by I was very confused: Oil powered by Gas? What is this all about? I checked the Statoil website and indeed Statoil is also in the business of selling gas… Wow! I did not know! The name Satoil did not make it any easier for me!

To me this is a very nice example why not to name your company or product after a category:

  1. its harder to expand in new categories
  2. feels awkward (“Statoil powered by green electricity” anyone?)
  3. once expanded to new categories the essence of the product/company is simply harder to grasp for consumers.