By Mitch Duckler
As featured in AudioSolutionz Webinar
One of the most common ways businesses achieve meaningful growth is through extending their brands into new categories. However, many owners of brand strategy struggle with how far they can (and should) stretch their brands’ “bounds of extendibility.” The key challenge is to extend in ways that both drive profitable business growth and build and reinforce brands’ existing positive equities.
FullSurge partner Mitch Duckler hosted a webinar on December 16, 2014 that demonstrates how to identify, evaluate, and pursue successful new product introductions for existing brands. It proposes a new definition for what it means to be “on brand,” and outlines an approach for determining when a potential new business opportunity is brand-enhancing or brand-detracting.
See the presentation deck in full.