Brand Stretch: Why 1 in 2 extensions fail, and how to beat the odds: A brandgym workout
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1. Brand stretch – or brand ego trip?
So why does the success rate suck?
Virgin: The biggest ever brand ego trip?
Quitting the brand ego trip.
Brand added value.
Dove: Brand added value in action.
The Brand Stretch workout.
Checklist 1: Brand Stretch – or brand ego trip?
2. Step One: Strengthen the core.
In shape to stretch?
The heart of a healthy brand.
Anchoring the core range.
Bud and Bud Light: Sun and planets.
Tango: Taking the eye off the orange ball.
Checklist 2: Strengthen the core.
3. Step Two: Vision.
GPS for brands 30
The masterbrand challenges.
Less myopic marketing.
Blockbuster: Out of the video box.
Climbing the brand ladder.
Pampers: From bottoms to babies.
Axe: Ladders and snakes.
Checklist 3: Vision.
4. Step Three: Ideas.
Start close to home.
The fairytale world of innovation.
Starbucks’ Frappuccino: Real world innovation.
Innokill survival kit.
Checklist 4: Ideas.
5. Step Four: Focus.
Meet the seven dwarves.
Heroes or zeroes?
Bertolli: Virtual venture capital.
Dimension one: Brand vision building.
Dimension two: Show me the money.
The easyGroup story: Murder on the balance sheet.
Alternatives to going it alone.
Checklist 5: Focus.
6. Step Five: Delivery.
Nescafé Hot When You Want: Not so hot execution.
Brand and deliver.
The Apple iPod: White hot execution.
Delivering the promise.
Checklist 6: Delivery.
7. Step Six: Brand architecture.
The Sorcerer’s Apprentice.
Architecture for brands.
Houses versus streets.
Lego: Building blocks of a new future.
When the rubber hits the road.
Comfort: Designing a turnaround.
Let’s go round again.
Checklist 7: Brand architecture.
Appendix 1: Masterbrand positioning tips and tricks.
Appendix 2: Example masterbrand positioning tool.
Appendix 3: Masterbrand positioning tool template.