A Brand Extension Based on Science: PBS KIDS and the Power of Play

By: Maruchi Santana

Best Practices - February 13, 2012

Parham Santana recently worked with the PBS KIDS educational toys debut in 2011, a toy line that helps preschoolers learn exploration through play. The new brand extension takes the PBS KIDS brand and its pioneering work on television onto retail shelves. Read More…

The Key to More Impulse Buys?
Mini Shopping Seasons That Open Wallets
All Year Long

By: David Knapp

Blog - January 30, 2012

Consumers might think about seasonal merchandising in terms of Christmas gifts or Valentine’s Day cards, but savvy retailers are partnering with manufacturers to engage consumers year-round. How? They’re dotting planning calendars with mini seasons based on consumer behavior research. Read More…

Fit vs. Leverage: Which One Will Make or Break Your Brand Extension?

By: Dr. Edward M. Tauber

Best Practices - January 16, 2012

Many manufacturers do not understand what makes a brand extension succeed. In some cases, brands are extended just to save the money it takes to establish a new brand. In other instances, companies want to stretch a brand to as many categories as possible in hopes of just adding sales. The starting point for any successful brand extension is researching the consumers’ view of the boundaries and leverage of the brand.

Canadian Fashion Invasion: Joe Fresh Brings a Contemporary Retail Approach Stateside

By: David Knapp

Blog - January 9, 2012

A friendly “hello” and upbeat music greet you upon arrival at the Joe Fresh store on Fifth Avenue and 16th Street. This fashion line is popular and widely distributed in Canada, and it arrived stateside this fall, starting its expansion in the New York metro area. Read More…