Innovation to Stretch into New Markets50

I was fortunate to visit eHang in Guangzhou, China yesterday’. This is the #1 Advanced Air Mobility technology platform company in the world that is making autonomous electric air mobility…

Last week The Times reported that John Lewis has pulled the plug on its brand stretch into build-to-rent housing (1). The UK retailer had planned to develop thousands of houses…

Brand stretch is one of the most tempting growth strategies for a brand. But it is incredibly hard to get right, and the risk of failure is high. That’s why…

J Sainsbury recently announced it was giving up on its ambitious attempt to stretch from supermarkets into banking, with plans to wind down Sainsbury’s Bank. This is a big call…

It was with great interest that I saw Nutella launch into the frozen aisle. Our family get through a lot of Nutella jars, in large part thanks to the lovely…

Apple's Vision Pro mixed reality headset went on sale in the UK this week, following a US launch earlier in the year. This is Apple's biggest new brand stretch attempt…

Brand stretching is a risky business, as the subtitle of our book Brand Stretch suggests: Why 1 in 2 Extensions Fail and How to Beat the Odds. This week, I came across a Linked…

A full page advert for an attempt at brand stretching grabbed my attention this weekend. The new product in question is a probiotic gut shot from ZOE, created in collaboration…