Marketing Factoids

  • Music sales in the United States will decline to $9.2 billion in 2013, from $10.1 billion this year. source ›
  • Acquiring a new customer costs about five to seven times as much as maintaining a profitable relationship with an existing customer source ›
  • Consumers ages 18 to 27 say they use the Internet nearly 13 hours a week, compared to viewing 10 hours of TV source ›
  • more factoids ›
OCT 2007

A Recipe for Creating New Products†

Take two completely separate categories. Combine.

Wall Street Journal, October 27, 2007 — When it comes to brand extension, the conventional wisdom is simple: Don't overextend. The idea is that companies should stay within established product lines to avoid dilution of the brand identity. After all, it makes intuitive sense not to diversify into categories that are remote to core products.

Category: Innovation
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