In a climate of economic contraction, you may well think that the last thing you should be concerned with is brand stretch. But in a special Energy PR report, Peter Shaw, a leading thinker on branding and innovation argues that actually this is the very moment to consider it.
He says that in difficult times those who survive are those who innovate and change. And brand stretch is all about just that. Take the example of Gillette. They have built a successful brand by continuously bringing out new products that make their own previous range obsolete. They do it before someone else does it to them, and that is key. Apple is another fine example. They began with a PC that was easy to use but when others got in on the act they neatly shifted into plug and play music, which stayed true to the brand promise of clever technology that works simply. They constantly find new ways to transfer their promise in a way that delivers, which, in a nutshell, is what brand stretch is all about.
Peter Shaw who worked on the Nectar brand and has advised British Airways, London 2012, Cadbury and RSPCA says that the principles of stretching your brand are actually pretty simple.
Energy PR's special report uses four real life examples to show you how it's done.
Download this report
To find out how Energy PR can help you promote and develop your brand, call Louise Findlay-Wilson on 01993 823011
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