Comments on: Brand Diversification: Extend With Caution

By: Pete Canalichio

Pete Canalichio — Mon, 08 Jun 2015 22:04:15 +0000

Great points Mark. One thought to consider also is that consumers have relationships with brands just like they do with people. When a friend begins to behave differently than normal, most people normally consider if this is a “phase” or some kind of anomaly. If the behavior reverts to normal, we tend to “let it go” and things get back to normal in short order. If the behavior continues, we then have to assess and determine if this is a “good” change or a “bad” change. Even good changes can have an adverse effect if they are not genuine. So if you are a brand manager, consider your strategy and engage with your consumers in a way that is customary. If you want to make an abrupt change, give consumers some warning so they know your intentions are genuine.

By: Sandra Pickering

Sandra Pickering — Thu, 27 Feb 2014 09:50:14 +0000

The choice between ‘sticking to core’ and ‘extending widely’ is always challenging and involves a balance of risk and opportunity around both the short-term commercial goals and longer-term brand-building goals.
I have been using a meaning-led approach to extension strategy and brand architecture for some years. It allows brand managers ot look at the core vs. extension question through a different lens.

By: Maciej

Maciej — Fri, 14 Feb 2014 16:52:37 +0000

I think it is important to always stay true to your core business personality. Remember what it was that brought to your level and continue that as your focus.

By: Hilton Barbour

Hilton Barbour — Tue, 11 Feb 2014 00:35:49 +0000

And if you’re particularly fortunate, your customers will actually highlight alternative uses or extensions you’d never considered. Arm & Hammers Baking Soda is a case in point. It began life as an additive to help housewives bake but was discovered to have a secondary benefit in absorbing orders. Eureka, no line extension required…merely a reframing of how an existing product/brand could address an alternative issue.

By: James H.

James H. — Thu, 06 Feb 2014 21:03:06 +0000

I agree. It’s not always the wisest idea to change your brand’s focus, but if it so happens due to the fact that you’re finding yourself in a dying industry, you should always focus on your strengths and the strengths of your relationships.

Strong relationships will help a brand cross-breed where they need to.