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TRUTH 10: STRETCH BRAND NOVELTY THROUGH LINE EXTENSIONS

Health

In the tenth and final Uncomfortable Truth for OTC, partners Nick Vaus and Sara Jones look at  brand extension, which is hugely pertinent to the OTC industry, but is manifestly not as prevalent as in CPG, with most stretches merely vertical. Extension requires the courage to forensically examine your brand and consumer needs-led insights to see what else might add value to its journey with consumers.

Read the full article, first published on 4th December 2017 in Drug Store News: Truth 10: Stretch Brand Novelty Through Line Extensions

Further reading:
Truth 9: Behaviour Matters – Be Human, Be 360° 
Truth 8: Getting Smart with Packaging has Multiple Benefits
Truth 7: Regulations No Excuse for Poor Branding
Truth 6: Consumers Must be at the Heart of OTC
Truth 5: The Customer Journey is in Continual Flux
Truth 4: It’s About Prevention And Wellness, Not Category And Cure
Truth 3: Technology Is A Double-Edged Sword
Truth 2: OTC Isn’t Actually In The Pharmacy Business
Truth 1: OTC Isn’t In Particularly Robust Health