Recording Date: Thursday, August 17
With: Greg Stucky, Chief Research Officer
70% of brand extensions fail to survive their first two years on the market. This high failure rate is most often associated with the brand missing its brand fingerprint. Either it was positioned too far away from current brand equity, or it the product itself didn’t deliver on the sensory brand fingerprint and clearly deliver an authentic experience.
Presenter:
Greg Stucky
Chief Research Officer
InsightsNow Inc.