The Most Spectacular Brand Extension Failures
A whimsical stroll through the graveyard of history’s most spectacular brand extension failures.
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Product Description
Take a whimsical stroll through the graveyard of history’s most spectacular brand extension failures, from Colgate Frozen Dinners to Harley Davidson perfume.
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Smart brands use well-vetted forms to help them choose the best licensee for their brand. They ask a ton of questions because they want to maximize success and mitigate risk. Don’t get caught flat-footed. The more you know about licensee candidates the better you’ll get at selecting the right one.
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Use a proven scoring system to decide if your brand is ready to stretch, avoid catastrophic failures, know how to get your brand ready to expand and extend if it scores badly and build on your brand’s strengths if it scores well.