by: Julie Wolfson

Telling a clear brand story has become more important than ever. While the ethos and message need to stay focused, extending the product line successfully to new areas requires earning trust from customers. Fashion designers have had a history of launching perfumes, asking the people who wear their clothing to also trust their taste in creating the corresponding fragrance. Other brands have taken a decidedly more entertaining and quirky approach. It’s hard to forget KFC’s foray into edible nail polish and “extra crispy” sunscreen. Then there was the time the classic American sport utility brand Jeep created a mud mask, ideal for drivers who were not already splattered with dirt from off-roading adventures.

Brand extension can also tell a more serious story of mission and purpose, and many companies are staking their identity on an environmental message. One newly launched and another with a reputation for making sustainable eco-friendly outdoor apparel are examples of brand extensions that help preserve the earth’s precious resources in the type of products they offer and the ways they are packaged.