One of the most common ways businesses achieve meaningful growth is through extending their brands into new categories. However many owners of brand strategy struggle with how far they can (and should) stretch their brands’ “bounds of extendibility.” The key challenge is to extend in ways that both drive profitable business growth and build and reinforce existing brands’ positive equities.
This webinar by Mitch Duckler will demonstrate how to identify, evaluate and pursue successful new product introductions for existing brands. It will propose a new definition for what it means to be “on brand,” and outline an approach for determining when a potential new business opportunity is brand-enhancing or brand-detracting.
The session will include frameworks, tools and best practices for the following:
What will you learn?
Who should attend?
Mitch Duckler is managing partner in the Chicago office of FullSurge. He brings over 25 years of line management and strategy consulting experience in leading complex engagements and overseeing client relationships. His areas of expertise include brand strategy, customer and consumer insights, and innovation. Mitch has... More info