Measuring the success of social media engagement for a quick-service brand often depends on an operator’s goals.

Enter a Souplantation in New Mexico and you might be enticed to try a bowl of Posole Soup, a Southwestern concoction made with pork, chilies, and tomatoes.

What do Bic underwear, Harley-Davidson wine coolers, and Jamba Juice soup have in common? They’re all ways companies have tried to extend their brands—and they all failed.