Brands are like people in the sense that they can be related to each other. And like people, those associations can open doors or become a burden. I feel like this latter point if often missed when organizations consider rolling out a new product as a brand extension.
I recently put together a strategy presentation for a client to explore this topic using Coors Brewing Company as my example. I thought it might be of interest to those considering extending their brand.
Let me begin by explaining the concept of a brand extension. It is essentially just adding another member of the family. In...More
