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Beauty, Communications

Open Eye 26: To Stretch or not to Stretch?

It's the Brand New Question

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KFC-flavoured nail varnish, Manchester United tractors, Dolce & Gabbana fridges, Burger King saunas… Welcome to a truly outlandish Open Eye 27. Brand extension has long been part of the brandscape, but has it all just gone too far? We’ve taken an in-depth look at the best (and worst!) brand extensions, and define just what it takes to successfully Stretch in the 21st century.

"Stretch offers our in-depth analysis and definition of three overarching forms of 21st century brand extension."

For this edition of Open Eye, Stretch, we’ve swiveled our gaze to a big issue facing brands across the globe, viewed through our specialist lens of the health, beauty, and lifestyle brand design and communications.

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At a time when brands are experimenting with more and more outlandish products to minimise risk and maximise attention, Stretch offers our in-depth analysis and definition of three overarching forms of 21st century brand extension:

  • Migration: How can brands extend? What are the key factors for success?
  • Marriage: Are two brands better than one? What makes a romance, not just a one night stand?
  • Metamorphosis: The ultimate unicorn for true brand stretch. Can it even exist? Can Limited Editions fill the gap?

 

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"Brand extension is now the number one way for brands to grab share and attention in an increasingly crowded marketplace. Getting it right takes as much strategic consideration, if not more, than launching a new brand from scratch."

From the simply sublime (Christian Louboutin Beauté), to the remarkably ridiculous (Burger King saunas, anyone?) and absolutely everything in between, brand extension is now the number one way for brands to grab share and attention in an increasingly competitive and crowded marketplace. But getting it right takes as much strategic consideration, if not more, than launching a new brand from scratch. Stretch offers our ultimate how-to guide, along with some truly gobsmacking examples.

Download and enjoy.

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