Brand Extension fun: Border's Express

According to my old hometown newspaper, the Detroit Free Press - from which I learned to read - Border's is testing the rebranding of Waldenbooks to Border's Express.

Truth be told, Waldenbooks always freaked me out. I don't know why, but I must have had a bad experience in one.

Border's, on the other hand, is a great place to go. I do have this odd desire to grab magazine's out of people's hands, and yell at them that Border's is not a library, but I usually just say that to the Border's employees, who give me that "I wish we could do that" look.

This, to me, is a great brand extension and renaming of existing business. Waldenbooks could only improve with being more affiliated with Borders, and it will be interesting to see how this plays out.

Then again, it will all depend on a great PR campaign, to get people to think of Border's while they are in malls. Hey Borders! Gimme a ring - I'm a good Michigander who has been to the original store in Ann Arbor ...



  1. Agreed. Waldenbooks was never the "liveliest" of bookstores.

  2. I think Waldenbooks was/is creepy mainly because it was owned, for a long time anyway, by Kmart.