New flavors, scents, or formulations—we see them every day on the supermarket shelf. Despite line extensions being among the most common strategies to build a brand, they're expensive, risky, and come ...

Researchers from Texas Christian University, Brooks Running, and University of Washington have published a new study that examines why underrepresented consumers may feel skeptical towards product ...

Forbes contributors publish independent expert analyses and insights. I do mergers & acquisitions in retail/consumer and write about trends. None of the ingredients were new but the product was very ...

Brand extension involves leveraging a parent brand’s equity to introduce new products or services under the same name. Strategies range from line extensions—entering adjacent tiers within an existing ...

Once a startup finds initial traction, the next logical step seems obvious - enter the startup growth phase and expand. Add features, enter new markets, serve more use cases, and ultimately - capture ...