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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...

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