In John’s most recent post for the HOW Blog, "Is Your Brand An Expert? How To Tell And Why It Matters," he provides a simple test to determine whether a brand is an expert in its field.

"Your brand is an expert if consumers look to it for trusted knowledge about a specific topic," he says. "There’s a simple principle at work here: An expert brand succeeds in just about any product category where consumers value that brand’s special knowledge."

Why does being an expert matter? John explains, "Being an expert gives your brand an edge. It’s a surefire way to launch successful brand extensions—new products under the same brand name in different categories."