Brand Stretch

Launching a new product variant can be a powerful brand builder, yet many brand extensions fail

The role of brand stretch is to allow brands to access new consumers, new categories and/or new occasions, but new product variants must also build brand equity

We use our extensive innovation experience and deep understanding of brands, to ensure that new variants only stretch from strong platforms and make a significant contribution to brand equity

Our vision, essence, positioning and architecture tools ensure that, through brand stretch, brands are able to successfully change yet, in essence, stay the same