Finding new markets

John Patrick Pullen

Explores brand extensions by presenting key successes from brands such as Time Inc., the Red Cross and DC Comics, whilst also highlighting the risks and rewards for marketers.

Clever brand extension deals are helping marketers reach across aisles and departments to find new customers in unlikely places.

Thrill seekers ride the Superman Escape rollercoaster at Movie World in Queensland, Australia, in 2014. DC Comics has extended a number of its comic brands, including Superman, to new categories.

In the wake of Hurricane Harvey, people all around the world wondered what they could do to help victims. Many major brands sprang to Texas' aid with donations, but one organization has been through this many times before and knows the best way to help is by not becoming a victim...

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