When done correctly, a brand extension can be a huge hit, with the only complaint among consumers amounting to Why didn’t they do that sooner? Sometimes, though, the launch of a new product featuring a well-known brand is such a mismatch the reaction is more like What were they thinking? Brand extensions are all around us. Bloomberg News recently highlighted how the fast-casual burrito chain Chipotle—which prides itself on having fresh, sustainable, humane, organic, chemical-free ingredients—has started selling hoodies, T-shirts, and other clothes that are likewise sustainable. “We’re ... Read More