11 January 2007

Stretching the Brand Until it Breaks?

Marketers, beware: Extending your brand offerings may bring big profits -- but also big trouble

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
In their desire to conquer new markets, companies often alter or expand their brand promises and change their product offerings. But when doing so, marketers must address a vitally important matter: What should companies do about their current customers? After all, their loyalty and passion built the brand to the point where it could afford to reach into new territories in the first place.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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