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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…
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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…
Strategy, More
Corporate Branding Vs. Product Branding In Consumer Goods.
Being a CPG brand manager tasked with launching a new product line, a critical question emerges as you think through your branding strategy: Should you leverage the company’s established name or develop a distinct identity specific to the latest offering? There’s always tension between corporate branding vs. product branding, making it challenging to decide one…
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Leveraging The Threads App For CPG Brands.
The modern world constantly evolves, with rapidly changing technology at the forefront of optimizing a company for growth. Whether or not a brand is ready, the CPG industry is one such field that adapts to these changes and survives. One such change in technology for the online world is the introduction of the Threads app,…
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