Evaluate whether your brand can credibly stretch into a new product or category, and decide if it should extend, sub-brand, or stay focused.
## CONTEXT Growth pressure tempts brands to extend into new products and categories, but extensions are a double-edged sword: a well-chosen one leverages existing equity for cheap growth, while an over-stretch confuses customers, dilutes meaning, and can damage the core brand. The classic failures — brands extending…
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