Tap Your Brand’s DNA for Product Extensions

By Kevin O'Donnell, May 20, 2008 — Brand extensions are one way to reinvigorate mature products by generating new sales while retaining the loyalty of existing customers.

But too many lack the benefit of solid strategic thinking. Instead of extensions that capitalize on the relationships the brand has built with customers, you’ll often see logos slapped on a new offering, which is then whisked into the marketplace with predictably disappointing results.

Some of the most interesting extensions take a counter-intuitive approach... continue reading