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Strategy, More
The Difference Between Brand Extension Vs Brand Stretching.
The terms brand extension and brand stretching are often used interchangeably, and rightfully so. They both represent growth strategies that can significantly impact brand equity. So, what’s the difference between brand extension vs brand stretching if they are so closely related? Brand extension focuses on expanding within the familiar territory, while brand stretch leaps into…
Positioning, Innovation, Strategy
SmashBrand’s Guide to Strategic Product Repositioning.
Product repositioning can be a high-stakes game. With 80% of new products failing to meet sales targets after launch, even the most established brands lose ground if they miscalculate their product positioning strategy. Still, many overlook the risks, assuming past brand success guarantees future performance. That assumption could be costly in today’s fast-evolving and short…
Strategy
12 Strategies To Amplify Your Rebranding Announcement.
In the fast-paced world of consumer packaged goods, change isn’t just inevitable—it’s essential. A successful rebranding announcement is more than a fresh logo or tagline; it’s a bold declaration of your brand’s evolution and future direction. It’s a milestone showcasing your refined strategy and a tangible commitment to excellence. But a truly impactful announcement goes…
More
Roundtable Discussion: Insights on The Johnson & Johnson Logo Rebrand.
Contributors: Michael Keplinger Michael is a partner and the Director of Testing and Insights at SmashBrand. Christy Lebor Christy Lebor is a Partner and Head of Brand Development at SmashBrand Kevin Smith Kevin Smith is the founder of SmashBrand, a brand development agency. Big Pharma’s Johnson and Johnson recently announced their intent to change the…
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CPG product repositioning guide.
Explore the five undeniable signs your CPG product needs repositioning along with strategies for leveraging consumer insights for a guaranteed market lift.
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