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Ted Judson

Taking Chocolate to the Next Level: A New-Dimension Line Extension

Most product line extensions do not stray far from the original offering. For example, video games are commonly extended into movies, as shown by films like Mortal Kombat and Lara Croft: Tomb Raider. Similarly, television shows regularly prompt board game extensions, like the Simpsons® Monopoly® edition. Even the wildly popular internet video 'What Does the Fox Say?' is now being turned into a children's book! All of these examples are very natural extensions of the original product, because they fall under the general category of entertainment. This kind of closely-related extension is considered same-dimensional.

Rarer are extensions which are new-dimensional,   More...


Ted Judson

If Not a Line Extension, Then What? Exploring Brand Reinvention.

Every business seeks new revenue, and extensions of a product line are a good bet for driving it. However, as I mentioned in 'Sequel Products:  When Are They a Good Idea?,' extensions are only a good idea in specific circumstances. So, what can you do if your product does not meet any of the criteria for being extended? When a sequel product is not advisable, a brand reinvention may be the right step.

What is the difference between the two?

A line extension is when a new product is added to an existing brand portfolio without changing the brand identity. For   More...


Ted Judson

Sequel Products:  When Are They a Good Idea?

In most cases, sequel products generate lower revenue than their original versions. Line extensions in new scents or flavors are rarely as successful as the flagship product.  Their sales are not meant to be as robust, as they are line extensions.  This is no less true of movies, where films with ‘two’ or ‘reloaded’ in the title expect to only attract a subset of the original’s audience. With each subsequent sequel, revenues continue to fall.

Of course, there are exceptions to this rule. Video games are an example with which I have extensive experience from my time at EA. The   More...

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