A User’s Guide to Fear Marketing
goodjob2024-06-06T15:00:21+03:00The cases we file under "fear marketing" rarely run on fear. A practical guide to the four emotions brands actually use — fear, anxiety, disgust and shame — and how each one works.
June 2024
November 2023
The Advantages and Disadvantages of Brand Extension
goodjob2023-11-09T09:25:21+03:00Brand extension can unlock new audiences, cost efficiency and stronger trust — but more than half of extensions fail. A clear look at both the advantages and the disadvantages.
October 2023
8 Effective Methods for Brand Extension
goodjob2026-08-06T23:14:18+03:00Eight brand-core-driven ways to extend a brand — from diversifying content and changing form to owning a benefit, a purpose or a lifestyle — with global examples of what works and what doesn't.
September 2011
Brand Extension
goodjob2011-09-14T19:22:54+03:00Brand extension shows up as a problem to be solved once a brand reaches a certain size. The famous marketing guru Al Ries says: "The more you extend a brand, the weaker it becomes." It [...]