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.