All posts tagged: diversification

How far could the Sussex Royal brand go?

Now that an exit plan looks like it has been hammered out between The Firm and the Duke and Duchess of Sussex, the question many people are asking is just how much do the married couple and their Sussex Royal brand stand to gain in terms of that much vaunted “financial independence”? Where could the Sussex Royal brand go?

Extend with caution

Brand diversification: extend with caution

In the search for more income, many brands seem keen to broaden their mandate or redefine the sector they see themselves as now being part of. But the hunt for diversified income streams comes with its own list of dangers and the most obvious caution is this: don’t lose the plot. Don’t spread your brand so wide, generalise your position so much or shift your emphasis so far from where you’ve been that you lose credibility, authority or distinction in the minds of your customers.