brandgym survey: Stretching from the Core

1. brandgym survey: Stretching from the Core

This survey is about the challenges of stretching from your core business into new categories.

By "brand stretch" we mean extending into new categories or markets (e.g. Dove stretching from bars into deodorants; Vodafone stretching from mobile networks into financial services; Stella Artois stretching from lager into cider), not just simple line extensions (Dove Bar Refreshing Green version; Vodafone Youth Network; Stella Artois 4% lager)

If you are an agency/consultancy person, please answer the questions thinking about the brand(s) you work on for your clients, rather than the company you work for.

Question Title

* 1. Please tell us your name, job and the company you work for. Just so we can track who has replied. We promise to not use your name without asking permission :-)

Question Title

* 2. Roughly what % of your brand growth in the next 3-5 years do you expect to come from the following? (your 2 answers should add up to 100%)

	0%	10%	20%	30%	40%	50%	60%	70%	80%	90%	100%
Growing the core - selling more of what your brand already sells	Growing the core - selling more of what your brand already sells 0%	Growing the core - selling more of what your brand already sells 10%	Growing the core - selling more of what your brand already sells 20%	Growing the core - selling more of what your brand already sells 30%	Growing the core - selling more of what your brand already sells 40%	Growing the core - selling more of what your brand already sells 50%	Growing the core - selling more of what your brand already sells 60%	Growing the core - selling more of what your brand already sells 70%	Growing the core - selling more of what your brand already sells 80%	Growing the core - selling more of what your brand already sells 90%	Growing the core - selling more of what your brand already sells 100%
Stretching your brand into NEW markets	Stretching your brand into NEW markets 0%	Stretching your brand into NEW markets 10%	Stretching your brand into NEW markets 20%	Stretching your brand into NEW markets 30%	Stretching your brand into NEW markets 40%	Stretching your brand into NEW markets 50%	Stretching your brand into NEW markets 60%	Stretching your brand into NEW markets 70%	Stretching your brand into NEW markets 80%	Stretching your brand into NEW markets 90%	Stretching your brand into NEW markets 100%

Question Title

* 3. Over the last 5 years, roughly what % of your company's brand stretch initiatives failed (new product/service no longer on market after 3 years)?

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Question Title

* 4. Overall, in your experience, what has been the most important reason for brand stretch failure (pick one)?

The concept/product wasn't right - "Size of prize" too small

Missing the right capabilities/resources to execute effectively - lacked the "Ability to win”:

Question Title

* 5. In your experience, what is the impact of an unhealthy core business and brand on the chances of successfully stretching the brand (pick one)?

Makes chances of failure much higher

Makes chances of failure higher

Has no impact on chances of success

If you want to, leave an explanation for your answer

Question Title

* 6. Rate the importance of the following for successful brand stretching

	Extremely important	Very important	Important	Not important	Not important at all
Entering a large and/or growing market	Entering a large and/or growing market Extremely important	Entering a large and/or growing market Very important	Entering a large and/or growing market Important	Entering a large and/or growing market Not important	Entering a large and/or growing market Not important at all
Being first to market	Being first to market Extremely important	Being first to market Very important	Being first to market Important	Being first to market Not important	Being first to market Not important at all
A strong core brand and business to stretch from	A strong core brand and business to stretch from Extremely important	A strong core brand and business to stretch from Very important	A strong core brand and business to stretch from Important	A strong core brand and business to stretch from Not important	A strong core brand and business to stretch from Not important at all
Differentiated, relevant concept	Differentiated, relevant concept Extremely important	Differentiated, relevant concept Very important	Differentiated, relevant concept Important	Differentiated, relevant concept Not important	Differentiated, relevant concept Not important at all
Product/service that delivers against the concept	Product/service that delivers against the concept Extremely important	Product/service that delivers against the concept Very important	Product/service that delivers against the concept Important	Product/service that delivers against the concept Not important	Product/service that delivers against the concept Not important at all
Price/value: attractive price vs. existing offers	Price/value: attractive price vs. existing offers Extremely important	Price/value: attractive price vs. existing offers Very important	Price/value: attractive price vs. existing offers Important	Price/value: attractive price vs. existing offers Not important	Price/value: attractive price vs. existing offers Not important at all
Manufacturing capability and economies of scale	Manufacturing capability and economies of scale Extremely important	Manufacturing capability and economies of scale Very important	Manufacturing capability and economies of scale Important	Manufacturing capability and economies of scale Not important	Manufacturing capability and economies of scale Not important at all
Sustained marketing investment for several years	Sustained marketing investment for several years Extremely important	Sustained marketing investment for several years Very important	Sustained marketing investment for several years Important	Sustained marketing investment for several years Not important	Sustained marketing investment for several years Not important at all
Getting the right distribution levels	Getting the right distribution levels Extremely important	Getting the right distribution levels Very important	Getting the right distribution levels Important	Getting the right distribution levels Not important	Getting the right distribution levels Not important at all

Other (please specify)

Question Title

* 7. How important are the following processes/systems for successful brand stretching?

	Extremely important	Very important	Important	Not important	Not important at all
Getting insight and foresight into potential brand stretch opportunities	Getting insight and foresight into potential brand stretch opportunities Extremely important	Getting insight and foresight into potential brand stretch opportunities Very important	Getting insight and foresight into potential brand stretch opportunities Important	Getting insight and foresight into potential brand stretch opportunities Not important	Getting insight and foresight into potential brand stretch opportunities Not important at all
Generating ideas/concepts for brand stretch	Generating ideas/concepts for brand stretch Extremely important	Generating ideas/concepts for brand stretch Very important	Generating ideas/concepts for brand stretch Important	Generating ideas/concepts for brand stretch Not important	Generating ideas/concepts for brand stretch Not important at all
Quickly prototyping and exploring brand stretch ideas	Quickly prototyping and exploring brand stretch ideas Extremely important	Quickly prototyping and exploring brand stretch ideas Very important	Quickly prototyping and exploring brand stretch ideas Important	Quickly prototyping and exploring brand stretch ideas Not important	Quickly prototyping and exploring brand stretch ideas Not important at all
Quantitatively evaluating potential of new ideas	Quantitatively evaluating potential of new ideas Extremely important	Quantitatively evaluating potential of new ideas Very important	Quantitatively evaluating potential of new ideas Important	Quantitatively evaluating potential of new ideas Not important	Quantitatively evaluating potential of new ideas Not important at all
Getting new brand stretch ideas into market quickly	Getting new brand stretch ideas into market quickly Extremely important	Getting new brand stretch ideas into market quickly Very important	Getting new brand stretch ideas into market quickly Important	Getting new brand stretch ideas into market quickly Not important	Getting new brand stretch ideas into market quickly Not important at all
Realistic financial evaluation of size of opportunity and financial payback	Realistic financial evaluation of size of opportunity and financial payback Extremely important	Realistic financial evaluation of size of opportunity and financial payback Very important	Realistic financial evaluation of size of opportunity and financial payback Important	Realistic financial evaluation of size of opportunity and financial payback Not important	Realistic financial evaluation of size of opportunity and financial payback Not important at all

Other (please specify)

Question Title

* 8. How effective are the following processes/systems in your company?

	Extremely effective	Very effective	Effective	Not effective	Not effective at all
Getting insight and foresight into potential brand stretch opportunities	Getting insight and foresight into potential brand stretch opportunities Extremely effective	Getting insight and foresight into potential brand stretch opportunities Very effective	Getting insight and foresight into potential brand stretch opportunities Effective	Getting insight and foresight into potential brand stretch opportunities Not effective	Getting insight and foresight into potential brand stretch opportunities Not effective at all
Generating ideas/concepts for brand stretch	Generating ideas/concepts for brand stretch Extremely effective	Generating ideas/concepts for brand stretch Very effective	Generating ideas/concepts for brand stretch Effective	Generating ideas/concepts for brand stretch Not effective	Generating ideas/concepts for brand stretch Not effective at all
Quickly prototyping and exploring brand stretch ideas	Quickly prototyping and exploring brand stretch ideas Extremely effective	Quickly prototyping and exploring brand stretch ideas Very effective	Quickly prototyping and exploring brand stretch ideas Effective	Quickly prototyping and exploring brand stretch ideas Not effective	Quickly prototyping and exploring brand stretch ideas Not effective at all
Quantitatively evaluating potential of new ideas	Quantitatively evaluating potential of new ideas Extremely effective	Quantitatively evaluating potential of new ideas Very effective	Quantitatively evaluating potential of new ideas Effective	Quantitatively evaluating potential of new ideas Not effective	Quantitatively evaluating potential of new ideas Not effective at all
Getting new brand stretch ideas into market quickly	Getting new brand stretch ideas into market quickly Extremely effective	Getting new brand stretch ideas into market quickly Very effective	Getting new brand stretch ideas into market quickly Effective	Getting new brand stretch ideas into market quickly Not effective	Getting new brand stretch ideas into market quickly Not effective at all
Realistic financial evaluation of size of opportunity and financial payback	Realistic financial evaluation of size of opportunity and financial payback Extremely effective	Realistic financial evaluation of size of opportunity and financial payback Very effective	Realistic financial evaluation of size of opportunity and financial payback Effective	Realistic financial evaluation of size of opportunity and financial payback Not effective	Realistic financial evaluation of size of opportunity and financial payback Not effective at all

Other (please specify)

Question Title

* 9. Thinking about brands in general, not just in your company
What is the BEST example of a brand stretching from the core into a new market, and briefly WHY?
And what is the WORST example of a brand stretching from the core into a new market, and briefly WHY?

Question Title

* 1. Please tell us your name, job and the company you work for. Just so we can track who has replied. We promise to not use your name without asking permission :-)

Question Title

* 2. Roughly what % of your brand growth in the next 3-5 years do you expect to come from the following? (your 2 answers should add up to 100%)

Question Title

* 3. Over the last 5 years, roughly what % of your company's brand stretch initiatives failed (new product/service no longer on market after 3 years)?

Question Title

* 4. Overall, in your experience, what has been the most important reason for brand stretch failure (pick one)?

Question Title

* 5. In your experience, what is the impact of an unhealthy core business and brand on the chances of successfully stretching the brand (pick one)?

Question Title

* 6. Rate the importance of the following for successful brand stretching

Question Title

* 7. How important are the following processes/systems for successful brand stretching?

Question Title

* 8. How effective are the following processes/systems in your company?

Question Title

* 9. Thinking about brands in general, not just in your companyWhat is the BEST example of a brand stretching from the core into a new market, and briefly WHY?And what is the WORST example of a brand stretching from the core into a new market, and briefly WHY?

Question Title

* 10. Please add any other thoughts about the benefits and challenges of stretching from your your core brand and business. Thanks for your time!

* 9. Thinking about brands in general, not just in your company
What is the BEST example of a brand stretching from the core into a new market, and briefly WHY?
And what is the WORST example of a brand stretching from the core into a new market, and briefly WHY?