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3 Reasons Brand Extensions Fail
Brand extensions can be a great way to grow your business, but they can fail miserably if they're not done well. Explore 3 reasons why brand extensions often fail and how to avoid them.
Why Marketers Must Reassert Influence and Lead, Not Follow
Marketers must stop copying what they like about their competitors' strategies and tactics and develop their own, inspired by strategic brand positioning.
The Benefit of a Progressive Brand Extension Strategy
Learn why taking progressively bolder steps when extending your core offering can help your brand build credibility and momentum over time.
3+ Questions Your Brand Portfolio Should Address
Although the specific components of a comprehensive brand portfolio strategy vary based on the company and the nature of its business, most portfolios should (at minimum) address these four key questions.
The Significance of Brand Story
Understand how storytelling strengthens a brand by triggering an emotional response in consumers that can't entirely be rationalized.
The Case for Corporate Brand-Building
Discover the numerous advantages enjoyed by companies that invest in building a strong corporate brand.
How Can a Brand’s Extension affect Its Equity
While brand extendibility offers a lucrative path to achieving growth, a new offering can dilute the brand's valuable equity if the fit is not strong.
Purpose Through Corporate Branding
How savvy marketers are embracing consumers' growing demand for transparency.