Besides the thin mints

“It’s an irresistible temptation for marketers to see how far their brands can stretch. In the endless search of brand growth, extending into new categories as a master brand can seem like a slam dunk. Yet the marketing world is littered with misguided line extensions, including Cosmopolitan Yogurt, Levi’s Suits, Colgate Ready Meals, Land Rover Coffee, Bic Perfume, and Harley Davidson Cake Kits. David Taylor calls this phenomenon Brand Ego”



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