Joester Loria Group’s View on Brand Extension

Branding Strategy Insider recently posted an interesting article explaining how brand extension can be considered both a friend and a foe. The article defines brand extension as expanding a property into new, adjacent categories with the ultimate goal of gaining the best financial return. The Joester Loria Group focuses on developing great brand extension for our clients and we understand the importance of closely aligning with the brand’s core values.

Branding Strategy Insider highlights My Dirty Jobs, a line of cleaning products inspired by Discovery Channel’s hit series. We are proud to have brokered this deal and delighted to see Brand Strategy Insider applaud the link between what the brand and the brand extension, saying “the fit between the well-known TV show and a line of cleaning products makes good sense.”

Read Branding Strategy Insider’s full article about brand extension.

Read the Joester Loria Group’s post about the My Dirty Jobs Line of licensed cleaning products.

Discovery Channel’s Hit Series Dirty Jobs™ Inspires New My Dirty Jobs Line of Cleaning Products

As demonstrated in 7 season of “Dirty Jobs™” on the Discovery Channel, Mike Rowe devotes his time to finding (and doing) the dirtiest jobs in America. Now, under an arrangement brokered by The Joester Loria Group, a full line of Dirty Jobs™ Heavy-Duty cleaning products, is delivering everything consumers need to cut through the grease, grime, stuck-on dirt and set-in stains that keeps their home from looking its best, whether Mike’s been there or not.

The My Dirty Jobs cleaning products feature a heavy-duty, oxygen powered stain remover, Dirty Jobs Complete, which is produced with an original formula featuring an increased concentration of oxygen-powered enzymes, making it one of the most advanced and powerful stain-removers on the market. Dirty Jobs cleaning products will be available in all Walmart Stores in March 2012.

Developed in consultation with Rowe, the marketing campaign for Dirty Jobs, the cleaning products will emphasize that whether work or play, it is okay to get dirty because at the end of the day it washes off.

“When you think of the show Dirty Jobs several things come to mind– dirt and mud with an overall giant mess to clean up,” said Elizabeth Bakacs, Vice President of Licensing for Discovery Channel. “The goal of this line is to provide consumers with a complete line of products unlike any other on the shelf today, all designed to make life’s everyday messes a little easier to tackle.”

Later this year, additional Dirty Jobs cleaning products will be available at major retail locations and specialty stores nationwide, including a bleach-powered bathroom cleaner, an oxygen-powered foaming cleanser, a carpet spray aerosol, a multi-surface cleaner, a laundry spot-remover and a degreaser and hand sanitizer.

The official website for the line is