Issues to consider when stretching your brand
It is common for brands to stretch into new categories. However, identifying the most appropriate categories can be a complex area. The issue at the heart of the matter is the double ended question: Will the brand benefit the parent, and can the parent benefit the variant?
Strong business basics is one key requirement; can the product be produced and distributed in a cost-effective means? Economies of scale are difficult to achieve, particularly when relatively small variants are being considered. For example, one brand saw an opportunity to produce razors, a completely new...