October 26th, 2007 | Table of Contents
A Recipe for Creating New Products
When it comes to brand extension, the conventional wisdom is simple: Don’t overextend. The idea is that companies should stay within established product lines to avoid dilution of the brand identity. After all, it makes intuitive sense not to diversify into categories that are remote to core products.
To rejuvenate established product families, brand managers thus [...]
The Future Is Now
In analyzing a company's stock price, executives may be seeing only part of the picture.
The Hand That Feeds You
What makes some collaborations with suppliers succeed — when so many fail?