Let’s diversify! Conceptualising a new idea is complex, since a lot of questions have to be taken into account: how marketable is the concept and how exactly does it fit in with the parent brand? As the impact can be significant, it is important to think about an efficient approach. Is it not clear to you how you should work out such a diversification or what its added value could be? Our experience on the matter will reassure and inspire you.

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