Take the Leap!
When creative strategist, Mark Di Somma, and I realized that there was an opportunity to create a tool for brand owners to determine if and how they should consider extending their brands, we created the LASSO algorithm to predict which of your brands have the greatest potential to expand.
Determining whether a brand meets the criteria annotated in the algorithm can be a quite cumbersome and time consuming, albeit a worthwhile, exercise.
For those of you looking for a quicker answer, like most of us, as to whether your brand is ready to extend or expand, I developed a fun little quiz. By answering seven simple questions, you will know whether your brand is ready to stretch into new categories.
You can find my “Is Your Brandy Ready to Expand?” quiz on my website here.
Find out if your brand is ready to take the leap!