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

Acknowledgements.

1. Brand stretch – or brand ego trip?

Extension advantages.

So why does the success rate suck?

Virgin: The biggest ever brand ego trip?

Shotgun weddings.

Quitting the brand ego trip.

Brand added value.

Dove: Brand added value in action.

The Brand Stretch workout.

Key takeouts.

Checklist 1: Brand Stretch – or brand ego trip?

2. Step One: Strengthen the core.

In shape to stretch?

The heart of a healthy brand.

Anchoring the core range.

Bud and Bud Light: Sun and planets.

Risky business.

Tango: Taking the eye off the orange ball.

Key takeouts.

Checklist 2: Strengthen the core.

3. Step Two: Vision.

GPS for brands 30

The masterbrand challenges.

Less myopic marketing.

Blockbuster: Out of the video box.

Climbing the brand ladder.

Pampers: From bottoms to babies.

Axe: Ladders and snakes.

Elastic brands.

Key takeouts.

Checklist 3: Vision.

4. Step Three: Ideas.

Start close to home.

Moving out.

Innovation shortcuts.

The fairytale world of innovation.

Starbucks’ Frappuccino: Real world innovation.

Innokill survival kit.

Key takeouts.

Checklist 4: Ideas.

5. Step Four: Focus.

Meet the seven dwarves.

Heroes or zeroes?

Bertolli: Virtual venture capital.

Dimension one: Brand vision building.

Dimension two: Show me the money.

The easyGroup story: Murder on the balance sheet.

easyGroup summary.

Alternatives to going it alone.

Key takeouts.

Checklist 5: Focus.

6. Step Five: Delivery.

Underestimating execution.

Nescafé Hot When You Want: Not so hot execution.

Brand damage.

Brand and deliver.

The Apple iPod: White hot execution.

Delivering the promise.

Key takeouts.

Checklist 6: Delivery.

7. Step Six: Brand architecture.

The Sorcerer’s Apprentice.

Architecture for brands.

Houses versus streets.

Mono-platform brands.

Multi-platform brands.

Lego: Building blocks of a new future.

When the rubber hits the road.

Comfort: Designing a turnaround.

Let’s go round again.

Key takeouts.

Checklist 7: Brand architecture.

Appendix 1: Masterbrand positioning tips and tricks.

Appendix 2: Example masterbrand positioning tool.

Appendix 3: Masterbrand positioning tool template.

References.

Index.