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Several folks from our creative thinking team were at John Pepper’s Baker University marketing classes for an ideation session on their class project: brand extension ideas for the Apple “iBrand.”

There was a lot of energy from the students in the two classes as we did three creative thinking exercises (based on analogies, randomness, and transformation) and a round of prioritization in less than 50 minutes to generate lots of brand extension ideas!

We used a “Change Your Character” creative thinking exercise to look at how prominent marketers use brand extensions, then had the students apply the ideas to Apple.
If you’re faced with a brand extension challenge, you too can turn to these brands and this creative thinking exercise too, generating three possible ideas for each of the brand extension ideas below:
  • New products allow you to experience the brand in different places (Starbucks)
  • Licenses the brand to various companies (Martha Stewart)
  • Introduces smaller versions of its products (Oreo)
  • Offers related merchandise for users of its main product (Harley-Davidson)
  • Finds new uses for its product & introduces brand extensions (Arm & Hammer)
  • Lends its name to subsidiaries serving different market segments (Marriott)
  • Extends its brand with a fee-based online presence (NASCAR)
  • Lets you experience new products free & then sells them to you (Starbucks)
  • Offers slimmed down versions of its main products (Special K)
  • Offers products complementary to its main line (Fruit of the Loom)
  • Changes certain visible “ingredients” of its product (Oreo)
  • Takes a piece of intellectual capital & uses its theme in other product & service categories (Jimmy Buffett)

Thanks again to John for allowing us to come work with his students! I learn something new every year that we’re able to incorporate right into our planning efforts, and this year was no exception. We’ll be back!

Check out a compilation of “Change Your Character” creative thinking exercises and information on its use.  – Mike Brown

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Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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