Brands must continually grow to flourish and maintain relevance. One of the most established ways for an existing brand to achieve material growth is through brand extensions. However, many brand strategy owners struggle with how far they can (or should) stretch their brands’ boundaries.
While the customer experience concept is not new, the dawn of the internet opened the world’s eyes to the importance of the user experience. This spawned a new field with significant influence over how organizations deliver value and interact with customers.