Reading Time: 2 minutesIn the search for more income, many brands seem keen to broaden their mandate or redefine the sector they see themselves as now being part of. But the hunt for diversified income streams comes with its own list of dangers and the most obvious caution is this: don’t lose the plot. Don’t spread your brand […]
Tag: diversification
Brand offering: do you go deep or do you go wide?
Reading Time: 3 minutesGreat piece in AdWeek on the failure of single-item brands is a reminder of a question that comes up a lot: whether to dive deep or go wide. Speciality vs diversity.
How do you measure brand potential?
Reading Time: 5 minutesWhilst the measures for evaluating what a brand is worth are well established, those for quantifying a brand’s potential seem less so. In general, brands are valued on their residual equity (what they are associated with and the depth and competitiveness of that association), their competitive performance and how much they are assessed to be […]
Brand expansion – diversification vs adjacency
Reading Time: 3 minutesWhen Al Ries took aim at McDonald’s decision to broaden their menu, saying that introducing more items had not worked as a strategy and would not so do into the future, his piece raised questions for me on the differences between diversification and adjacency.
4 ways to successfully franchise your brand
Reading Time: 5 minutesFranchising can be a very powerful way to grow your brand, but it is a way of branding a business that has very specific characteristics and challenges.
Three good reasons not to diversify your brand
Reading Time: 2 minutesThere are certainly good times to consider diversifying your brand, but equally there are times when such a strategy should be avoided. Here are three situations when your brand shouldn’t go there.
Brand growth: finding the perfectly sized brand
Reading Time: 4 minutesThere’s an interesting polarisation going on right now in terms of brand size. Companies that have expanded are now consolidating their brand models in the hope of getting closer to consumers and achieving greater brand growth.