A prominent display in the grocery store featured Mountain Dew — in all of its 11 incarnations. In addition to regular Dew and diet, the soda now comes in Flamin’ Hot, Major Melon, Voltage, LiveWire, Code Red, Baja Blast, Baja Mango Gem, Baja Gold, and Code Red Zero Sugar. I wonder what percent of the original version remains in these offshoots and what qualifies something to fall under the Mountain Dew brand instead of, say, a new Baja brand label.
Brand extensions are everywhere in the product world and those in the thought business should take note. Authors can copy the same process by producing books, workbooks, podcasts, blogs, training, consulting, and certifications — all tied together with the same name as Mountain Dew has done. Schools can emulate the expansion with undergraduate, graduate, and adult programs, continuing education, leisure courses, and executive education offerings, also by capitalizing on the university brand. A local firm unites all aspects of health and wellness, offering holistic healing, fitness, nutrition, yoga, prenatal care, Reiki, acupuncture, reflexology, aromatherapy, and traditional medicine — all under one umbrella and brand.
You don’t have to start from scratch to grow your product or service. Find the core that you “Dew” well and strategically leverage it.
