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Driving Business Growth through Brand Extendibility (CPGD40E)

Presented by: Mitch Duckler
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Pre Recorded Webinar
60 minutes
  •  Tue, December 16, 2014
Event Description
See the sneak peek before you buy!

Learn How to Develop a Winning Brand Extendibility Strategy

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.

Session Highlights

The session will include frameworks, tools and best practices for the following:

  • Developing a brand extendibility strategy
  • Identifying market needs
  • Developing inspiring product/service concepts
  • Determining brand relevance and Executing with excellence

What will you learn?

  • The four most common reasons most brand extensions fail in the market and how you can avoid them.
  • The Brand Extendibility Conundrum-How far should you stretch?
  • How to develop a brand extendibility strategy that appeals to customers and meets your financial objectives.
  • How to walk the thin line of brand positioning without diluting or damaging your brand’s valuable equity.

Who should attend?

  • CEOs,CMOs and CIOs
  • Brand Heads/Managers
  • Marketing Directors and Managers
  • Product Managers
  • Marketing Communications Managers
  • Innovation Managers
  • Market Research Managers
  • Consumer Insights Managers
  • New Product Development Managers
About Our Speaker(s)

Mitch Duckler, Retail ExpertMitch Duckler
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

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    Event Title: Driving Business Growth through Brand Extendibility
    Presenter(s): Mitch Duckler

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