How to extend a brand

Giles Lury

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Speed Read

Do you want to wear your Lego, (Lego clothes) smell like a HOG (Harley Davidson after-shave) or make love in a Benetton (Benetton coloured condoms)?

It wasn't that long ago that Ries & Trout of 'Positioning' fame, pronounced that "A brand name is a rubber band, the more you stretch it, the weaker it becomes" but things have changed. The days of "one brand, one product" are long gone.