Tuesday, March 01, 2005

Brands, Stories, Extensions

Extendable brands all leverage a common foundation – each has a compelling story which is the core of their brand. A brand story which engages people in such a way that piques their curiosity and fuels their drive to know more is the most valuable asset a brand can leverage for extensions.

Once you've engaged consumers' imagination, you have many options for how to extend your brand – whether that's an entertainment "brand" or a consumer goods brand. So, let's keep those blinders off and take a fresh look at brand extensions. Hollywood has figured it out – it isn't rocket science – it's just great storytelling.



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