Elastic brands add real value to new categories. To stretch into growth, innovative, elastic brands do five things differently. Measuring the market and accelerating demand proposition is one of five tenets of success for elastic brands. 

Understanding how sensitive consumer preference is for a certain brand when it stretches beyond its positioning or expands into new categories is at the heart of brand elasticity. Do you know what your consumers will and won't accept when it comes to your brand entering a new category? The main challenge of brand elasticity is building the strongest possible brand positioning strategy in your core product/service area while being future-focused. Technology can answer these questions and more by measuring demand – what consumers are buying – to identify risks and opportunities, and accelerating demand – ensuring you make the right decisions for the greatest impact on your business.  

A strong brand purpose can be used to identify areas to stretch into. Purpose-driven partnerships such as sportwear giant Adidas and sustainable footwear brand Allbirds collaborating on Futurecraft Footprint sneakers that boast a low carbon footprint also tap into the cultural psyche of sustainable transformation. A brand’s authentic and active commitment to sustainability is fundamental to resonating with Gen Z values. 

Food and fashion are having their moment as beacons for innovative brand stretching to tap into people’s desires for something new and different – and affordable. UK bakery chain Greggs married fashion retailer Primark with a range of hoodies, t-shirts, and boxer shorts featuring sausage roll designs – the Greggs signature. The line was an instant sell-out, built on shared values of humour and nostalgia. And playful fashion brand Kate Spade launched a capsule collection inspired by Heinz Ketchup with sought-after handbags in the shape of a ketchup bottle and inspired by nostalgic red-and-white accessories.  

Measure and accelerate demand to stretch your brand to success

Make data-driven, high-impact decisions with confidence by measuring, predicting, and improving brand performance. Broader access to AI-driven consumer insights and media analytics means decision-making power for everyone who needs it to align with opportunities faster. Customised forecasting to evaluate strategies and navigate market changes, assortment and media analytics for optimising product placement and marketing campaigns, and strategic planning –  it integrates critical data into a single solution for faster decision-making so you can maximise demand, adapt to real-time market changes, and sustain profitability. 

Remember, consumers no longer fit into marketers’ strict category definitions. To deliver consumer needs and achieve sustainable growth, taking the consumer approach of solving a need and identifying beneficial attributes, you can unlock growth opportunities for your current portfolio and gain direction for future innovation. 

 

Innovate with the right product at the right price at the right time 

Sustaining demand and fostering loyalty by understanding your customers’ preferences and behaviours are fundamental parts of successful brand stretching. It’s how to create meaningful interactions that drive repeat purchases. What are the secrets? 

• Leveraging high-value diagnostic, predictive, and prescriptive insights 

• Quantifying and accelerating demand for your product portfolio 

• Diagnosing and scenario-planning to quickly answer critical business questions 

• Measuring performance accurately with AI-driven analytics applied to granular data assets 

Circana’s comprehensive strategies ultimately drive growth and loyalty by delivering real-time analytics so you can measure and accelerate demand to stretch your brand to success.  

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