M4-brand extension

Brand Extension – The Only Two Questions You Need to Ask

Let’s face it. You are a brand. What you communicate is your brand essence (your values, what you are all about). You can spin it to something else, but it always comes back to your brand essence. Brand is not about product. Its about values. Your values come across through your products.


Apple lives and breathes this better than anyone.

When you think about your brand – which can mean corporate or personal brand – there are really only two questions you need to ask yourself regarding any activity you engage in to help build and extend your brand:

1. Is this something that I want to do?
2. Does it make sense for my brand – i.e. is it on message?

You should always ask yourself these brand extension questions. All of your brand-building activities should pass this test before they are implemented.

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