Tide has been an iconic, trusted brand for 60 years. Now, the power of the brand has lent itself to a new chain of franchises and a brilliant new way for Procter & Gamble to expand the Tide name. Tide Dry Cleaners illustrates the power of a brand and its ability to expand into new [...]

When consumers want something more from a brand one of the easiest and most cost-effective ways of delivering that desired benefit is to let another brand bring it. Great branding does all the heavy lifting when you use the Power of Two. Your brand offers the fundamental benefit and your ‘guest brand’ offers something your [...]