Branwell (@branwell.bsky.social)

Mark Ritson on Harry Styles’ and his Pleasing brand extension As Harry Styles diversifies into the world of pleasure, The Drum’s new weekly columnist Mark Ritson debuts with a confession: he is all hot and bothered about the pop star’s new product line. Here’s why. The long, luscious list of benefits derived from brand equity always makes for attractive reading. Strong brands deliver growth, price resilience, channel demand, and serve as intangible financial assets. They attract talent. On and on it goes, a magical inventory of everything you’d wish for in any business. But nestled near the bottom of that list is, arguably, the greatest advantage. Build a brand with strong salience and clear, attractive associations among a large audience, and you create a beachhead in your market. This doesn’t just mean making money in your current category; it also serves as a launchpad into other categories that bring even more growth. The ultimate benefit of brand equity, without question, is brand extension. Read more here http://dlvr.it/TMpdgr