What do you do when changes in the social environment reduces demand for your core product? That what happened to Zippo — best known for its windproof lighters. Cigarette smoking in the United States has been declining for decades — and if you don’t smoke, you probably have little need for a Zippo lighter. Zippo has had mixed results with various product extensions. The article “Zippo Preps for a Post-Smoker World” (Wall Street Journal, March 8, 2011 – non-subscribers click here) provides a nice foundation for discussion the effects of social trends and for brand extensions.