Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
It’s a plane! It’s a purifier! It’s both!
In theory, launching a successful brand extension should be easy. All you have to do is take a familiar name and slap it on a new product in another category. Then again, in view of history’s epic flops including Hooter’s Air, Colgate TV dinners and the Evian water-filled bra, perhaps it’s not that easy. Regardless, each year witnesses a new crop of brands that try. And judging from the results of Adweek’s exclusive reader survey of the past year’s best and worst extensions—conducted in partnership with brand-extension agency Parham | Santana—it’s clear that some marketers know how far they can stretch a brand name, while others have gone clear around the bend.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in