OPEN EYE 27 – TO STRETCH OR NOT TO STRETCH? IT’S THE BRAND NEW QUESTION
Open Eye is back! Once again we’ve swiveled our gaze to a big issue facing brands across the globe, viewed through our specialist lens of the health, beauty, and luxury sectors. The result?
At a time when brands are experimenting with more and more outlandish products to minimise risk and maximise attention, Stretch offers our in-depth analysis and definition of three overarching forms of 21st century brand extension:
• Migration: How can brands extend? What are the key factors for success?
• Marriage: Are two brands better than one? What makes a romance, not just a one night stand?
• Metamorphosis: The ultimate unicorn for true brand stretch. Can it even exist? Can Limited Editions fill the gap?
From the simply sublime (Christian Louboutin Beauté), to the remarkably ridiculous (Burger King saunas, anyone?) and absolutely everything in between, brand extension is now the number one way for brands to grab share and attention in an increasingly competitive and crowded marketplace. But getting it right takes as much strategic consideration, if not more, than launching a new brand from scratch. Open Eye 27 – Stretch offers our ultimate how-to guide, along with some truly gobsmacking examples. Enjoy!