Mar
12
There’s a Right Time — and a Wrong One — to Expand Your Brand
Posted in: Uncategorized
The most controversial issue in marketing is “line extension.” In our speeches, that’s usually the first question that comes up. When can I line-extend my brand?
Procter & Gamble, the world’s largest consumer-products company, seems relentless in their search for new categories its brands can move into. The latest example being Old Spice, a men’s fragrance brand currently moving into hair care.
In the last six years, P&G spent $28.6 billion on advertising in America, which is considerably more than the annual gross domestic product of Nicaragua, a country of more than five million people.
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