BRAND SCHIZOPHRENIA

Looking at the activity surrounding today's most visible brands, it seems as though a brand mental health epidemic, brand schizophrenia, is emerging. Companies are extending their brands into new products and categories at an unprecedented rate.Some of these extensions are truly synergistic, rational and complementary, taking the brands' core associations and leveraging them in a relevant and credible

Looking at the activity surrounding today's most visible brands, it seems as though a brand mental health epidemic, brand schizophrenia, is emerging. Companies are extending their brands into new products and categories at an unprecedented rate.

Some of these extensions are truly synergistic, rational and complementary, taking the brands' core associations and leveraging them in a relevant and credible manner: disposable bibs from Pampers; oral care strips from Listerine; disinfecting

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