Radical Brand Stretching

Brands are increasingly stretching their boundaries through innovation to find new growth opportunities.

Themes

Experiences Over Material Goods , Values-Driven Consumption

Timeframe

near-term

Subcategories

Brand Management Corporate Strategy Marketing Risk Management

Impact areas

Brand strategy Innovation Market Expansion

Detailed Analysis

Brands are exploring new avenues for growth by stretching beyond their traditional categories and offerings. "Although it is imperative for larger brands that can't easily grow in other ways, successfully stretching via innovation is never simple; incrementality comes with risk." This requires a deep understanding of the opportunity and a willingness to take calculated risks.

Context Signals

Oreo and Ferrero expanding into ice cream Oral B exploring new bathroom products Samsung venturing into convenience stores

Edge

Increased use of open innovation and collaborations with startups. Development of new business models and revenue streams beyond core offerings. Greater emphasis on agility and experimentation in product development and market entry.

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Keywords

brand strategy innovation market expansion

We see more brands stretching to reach new pockets of innovation for incremental growth. Examples include Oreo and Ferrero pivoting to ice cream products to grow their occasion coverage, and Oral B investigating more ways to expand their presence in the bathroom.

Categories for this trend