When it comes to driving growth, most brand managers struggle with how far they can (and should) stretch their brands’ “bounds of extendibility.” Play it too safe and the likely result will be close-in, ho-hum line extensions that underwhelm customers and are short-lived in the marketplace. Stray too far from your brand’s core positioning and you risk diluting—or even irreversibly damaging—your brand’s valuable equity. Mitch demonstrates ways in which a powerful and differentiated brand positioning can be a source of inspiration for brand extension, rather than merely guardrails that protect it and inhibit transformational growth and innovation.

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