Knowing when to stretch an opportunity… and when to pull back.
Rubberbranding is a collaborative process to creatively envision and guide growth, helping find the optimal path to determine where your brand could go, where your brand should go, and importantly, where your brand should not go.
To guide our thinking, we mine areas of potential stretch including current brand benefits and strengths as well as latent brand equities of potential future value. We also explore key consumer needs, desires and motivations, product features and attributes, category and market movements, and company strengths and synergies.
Rubberbranding is a valuable tool for testing the “pliability” of your brand(s), identifying the positive and negative tension points of your brand’s equity.