Underline your brand image in novel ways
Cole says her group looks for “versions of what the brand is known for that might stand out in the marketplace.” Cinnabon stretched the brand based on an aroma, not just on cinnamon rolls. Over the years, Cinnabon has lent its name to scented candles and air freshener, as well as flavored vodka, creme liqueurs, coffee pods, coffee creamer and popcorn. Most of those products would make no sense for a less specialized brand.