A single brand with multiple benefits: the high-risk strategy that brands keep on trying

摘要

Perhaps one day some brilliant marketers will get it right. So far, no-one has. And so launching a brand that offers several different health benefits still stands as one of the most challenging, high-risk tasks any company can set itself. In fact, almost every brand to have attempted it, since the first one in the late-1990s, has either failed or if it survives lingers in a small niche. It's a strategy that surfaces again and again - often driven by senior management's desire to create a short-cut to big brand success coupled with an understandable reluctance to invest in creating multiple brands, each with its own distinct benefit. Multiple brands mean significant investment, complexity and risk. And hence companies keep trying to make the multiple benefit strategy work.