Just how far can your brand stretch? Can it expand beyond its current limits? Can it incorporate a move into a leadership role that encompasses the growth areas of your category?
This forward-looking qualitative tool explores the breadth of influence your brand and product has to drive product extensions or new innovation or new customer groups. It looks at the current brand “values” you own and then explores how far those values can be expanded to allow innovation into new product areas or customer groups. It even defines what you need to do to make your brand more stretchable to encompass new regions of growth and innovation.