Presto, Extendo: If Only Brand Extensions Were That Easy!

So, you've got a great brand and a dynamite product or service that you offer to the universe. What's next for you? A brand extension, of course. Ah, if only it were that easy. Brand extensions into new categories fail about 83-84% of the time, research shows. So, considering the dollars and other resources it takes to simply launch even the most seemingly "can't lose" ext ...Read the full article