Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds

David Taylor s insightful and inspiring look inside the world of brand stretch reveals the real reasons for the poor success rate in this area and provides a practical programme to help boost your chances of success. The brand added value approach ensures that extension efforts focus on promising and delivering compelling, competitive consumer benefits.Designed in a highly practical format, Brand Stretch proposes a program of six step by step workouts that provide powerful tools and tips on how to start applying them to your business tomorrow:Strengthen the core: how a strong core product forms the foundation for stretchVision: developing an ambitious vision to guide and inspire stretchingIdeas: insight catalysts to help fuel extension idea creationFocus: doing fewer, bigger and better extensions to drive growthDelivery: using excellent execution to supercharge smart strategy.Architecture: organizing the extended range to aid consumer choiceBrand Stretch demonstrates the dos and don ts of brand extension with many stories of success (and failure) including Dove, Virgin, Bud Light, Pampers, easyGroup, Bacardi and Starbucks. It is invaluable reading for anyone interested by or involved with brand extension.