Why Some Brand Extensions Are Brilliant and Others Are Just Awkward

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--h...