Innovation to Stretch into New Markets45

The video-streaming platform Netflix brand recently announced strong second quarter results, with revenues up 32% to $2.79bn (£2.13bn) versus year ago, and net profits up 60% to $65.6m. Netflix really is one…

I was lucky enough to recently attend the exciting launch of bugaboo’s new product range: “a revolutionary luggage system” called Bugaboo Boxer. This is big brand stretching for a brand famous…

Apple is a rare example of a brand that has used brand stretching to actually grow their core business, rather than undermine it. Check out the chart below showing how…

Nivea in France has benefited from re-focusing on the core, as shown by Helen Willems, General Manager of Beiersdorf France & Belgium, in a lunch organised by The House of Marketing…

Working recently on a great project on category stretch for a 'brand hopper' (ie. a brand seeking to hop into several product categories] – I uncovered some nuggets of insight…