When done correctly, a brand extension can be a huge hit, with the only complaint among consumers amounting to Why didn’t they do that sooner? Sometimes, though, the launch of a new product featuring ...

To extend or not to extend? With apologies to the Bard, allow me to suggest that is the question -- for marketers. The lure of sales growth combined with lower advertising and promotion costs makes ...

Parham Santana’s John Parham details how brands can successfully spin off products--and grow their reach. A New Gauge For Brand Strength: The Tangible Brand Test All-star designer Gadi Amit argues ...

UAB St. Vincent’s, UAB Medical West, and UAB Callahan Eye are extensions of the UAB Medicine brand. Each of these entities shares a common visual identity with the brand but has a unique logo that ...