The KitKat team have been brave enough to "kill the dwarves" in their range, those little line extensions that eat up money and time, and bring little in the way of sales. The resources freed up have been re-focused on core growth, and on one big, bold and successful extension: KitKat Senses.They ar...

Marketers love to dream about changing perceptions of their brand in a big way. This could be turning a dusty old brand into something hot and trendy. Or stretching a brand from its core business into a new market. This is the brand extension trick Twinings is trying to pull off. They want to break ...