Researchers from Texas Christian University, Brooks Running, and University of Washington have published a new study that examines why underrepresented consumers may feel skeptical towards product ...

Forbes contributors publish independent expert analyses and insights. I do mergers & acquisitions in retail/consumer and write about trends. None of the ingredients were new but the product was very ...

New flavors, scents, or formulations—we see them every day on the supermarket shelf. Despite line extensions being among the most common strategies to build a brand, they're expensive, risky, and come ...

Once a startup finds initial traction, the next logical step seems obvious - enter the startup growth phase and expand. Add features, enter new markets, serve more use cases, and ultimately - capture ...

Brand extension involves leveraging a parent brand’s equity to introduce new products or services under the same name. Strategies range from line extensions—entering adjacent tiers within an existing ...