For example, Gerber means not just baby food but all types of baby care. Patagonia means not just climbing gear but all manner of sustainably sourced outdoor clothing and equipment. If it is ...

The most common brand stretches include line extensions within the same category. Coke's recent launch of Black Cherry Vanilla Coke and Diet Black Cherry Vanilla Coke are good examples. A riskier form ...

It raises the question: How do brands figure out which line extensions will work and which won't? Advertising lawyer Barry Benjamin of Kilpatrick Townsend says, "It can be very difficult to ...

Our branding guide provides design direction for all communication projects—from print to digital to large format. Check out some of the Be Boulder projects we’ve created to learn how the Be Boulder ...

The iced tea company Arizona, for example, should probably have stuck to its delicious beverages instead of dabbling in the dip market. Parham Santana, a brand extension consultancy, took a poll ...