Keeping It Fresh: The Power (and Pitfalls) of Line Extending
Erin Paul, Director of Design Strategy, Trinity Brand Group
Brand development is under fire. Innovation is the new imperative, and the key to staying fresh often means looking at how an existing brand can stretch beyond its core offering. Requiring less capital and fewer resources than launching a new-to-world brand, a well-executed line extension can reach new audiences, satisfy more need states, and deliver a strong ROI. But the potential of a big reward has risks. Extensions must be carefully considered to avoid brand dilution and cannibalization. In this presentation, Erin will discuss how iconic brands extend into new territory without losing what made them special in the first place.