SMART MARKETING
  • Home
  • Books
  • Illustrations
    • Marketing
    • Brand Development
    • Brand Experience
    • Innovation
    • Communications Strategy
    • Media Characteristics
    • Creative Content
    • Pricing & Sales Promotion
    • Measurement
    • Data and Analysis
    • Brand Review & Planning
    • Brand Extension
    • Mental Processes
    • Business
    • Case Examples
  • Articles
  • Media
  • Services
    • Consultancy
    • Speaking Engagements
    • Training for B2B Professionals
    • Market Research Training
    • Visualisations
  • Contact
Picture



Developing a brand in one category can give it a major advantage if it decides to extend into other categories. Brands with a purpose that is relevant outside of their original category, such as Dove’s belief in going beyond traditional definitions of feminine beauty, are well placed to extend and enjoy 'halo effects’ by which marketing in one category helps sales in all categories.

Success in a new category depends on the three factors shown here.

Check out 'The Smart Marketing Book' for further details.
Powered by Create your own unique website with customizable templates.
  • Home
  • Books
  • Illustrations
    • Marketing
    • Brand Development
    • Brand Experience
    • Innovation
    • Communications Strategy
    • Media Characteristics
    • Creative Content
    • Pricing & Sales Promotion
    • Measurement
    • Data and Analysis
    • Brand Review & Planning
    • Brand Extension
    • Mental Processes
    • Business
    • Case Examples
  • Articles
  • Media
  • Services
    • Consultancy
    • Speaking Engagements
    • Training for B2B Professionals
    • Market Research Training
    • Visualisations
  • Contact