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The perils of over extending a brand
September 11, 2006
Influx believes it’s smart for brands in slowing categories or those in need of quick revitalization, to adopt what we term “fashion strategy”; this being multiple and sometimes limited edition product extensions that can have the effect of infusing new life into a tired brand.
Nestle’s Kit Kat, is an established brand who has experimented with this approach. Under significant pressure in its core market, the UK, it went brand extension crazy.
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Influx Insights is the blog of BSSP's Influx Strategic Consulting Division. Up and running since 2004, the blog covers branding and the related areas of trends and technology.
