I’ve previously written about several brand extensions that have gone amok. Companies seem to slap their name on any product to make a few extra dollars, no matter whether the relationship makes any sense.
But here’s a good example of how one product can naturally evolve to offer another. Virginia Evans’ (fabulous) best-selling book, The Correspondent, is written as a series of letters to and from the main character, Sybil Van Antwerp. So, what comes next? A correspondence kit, with stationery and seals in the design of the book cover. Bravo!
If you’re thinking of offering something beyond your product or service, have a rational reason for doing so. What is a natural outgrowth or complement that your users would enjoy? What actually corresponds with your core? Sybil would be pleased with this one.
