Hooters Air Goes Tits Up

Too often brand and marketing gurus get so caught up believing their own hype that they convince themselves that consumers will lap up new product variations or brand extensions regardless of how insane these may seem to the detached observer. Cases in point include New Coke, the McRib and the Phaeton.

The latest example of this "brands gone wild" syndrome is Hooters Air. Believe it or not, Hooters, the (in)famous chain of restaraunts best known for its scantily clad and buxom young "Hooters Girls", launched its own airline in 2003. Why fly Hooters Air? Well, safety first and foremost. Hooters Air is the only airline which can legitimately claim that, in the unlikely event of a water landing you can use the attendants as floatation devices!

Well, you can imagine how shocked I was this morning to read that Hooters Air is going out of business. What a bust! Who was the boob who dreamed up this idea? Apparently, the company was getting too top heavy. Management was trying to milk it for all it was worth. They tried to get their hands around the situation but business started to sag. Frankly, they needed additional support.

Ok, enough of that. The real point here is that Hooters, like New Coke and Phaeton before it, broke three of the cardinal rules of marketing and branding:

1. If it ain't broke don't fix it. Coke is great. Leave it alone.

2. Know where your brand can go and where it cannot. A VW logo on a luxury sedan? Please.

3. Innovation is only real innovation when there is a customer need. Does anybody really need another tacky discount airline?

So, farewell Hooters Air. We salute you.