Line extension unlimited

Product line extension is the use of an established product’s brand name for additional items in the same category. Think about new flavours, forms, colours, added ingredients, new packaging. This is opposed to brand extension, which is a new product in a totally new and different product category. Meet a 50-year-old handball sneaker, kicking a […]

Instant icons are remarkable retail drivers

From being perishable details supporting the mighty brand, products are regaining position as the substance behind the brand promise and drivers of long-term consumer interest. The global push for increased consumption has for years meant reducing product life to promote fast replacement and has lowered quality to achieve lower cost and fast repurchase. This development […]