megabranding

Most companies think about extending their brand to maximize their exposure and value. That's why we have HUMMER cologne (at least while the vehicles were in production), and Purple Oreos. In many cases, these brand extensions makes…

I've written about some of the research that shows that shoppers don't always respond positively to a bigger selection of products (see More Choices, Fewer Sales) and extreme product/brand proliferation (see Mega-Branding: The Purple…