13/03/2026 – Well-known and lesser-known companies continually invest in market development and this can be pursued through many actions. The most direct is commercial development, the acquisition of tools, programs and human resources with which to promote and amplify market presence.
But development strategies are often written in linear form, by correlating supply and market, playing on the lever of convenience or seduction through increasingly advanced and multi-device communication.
The bar of competition in the markets is always rising, pushing companies to make sometimes redundant investments, sometimes leading customers to lose sight of the true focus and DNA of the company, that mix of elements that originally affirmed the philosophy of the brand.
We are therefore entering a different area, starting or rather starting again from one “vision” corporate that we should identify by relating to the property or who feels within that original DNA. This is the fundamental step that leads us to read the contents on which we can act, transferring them to other contexts with which the company can deal. Thanks to a correct reading of the company vision, it will therefore be possible to outline new strategies, sometimes very far from what the company would normally do with its usual audience, but with the notable advantage of being able to open completely new communication channels, unpublished, capable of touching their target (and sometimes new targets) with a decidedly interesting appeal.
This leads to working on brand extension strategies, which have the power to bring corporate traits linked to history, all’heritage, to technology or cultural inspirations, towards parallel commercial moments, in which attention, purchase and repurchase rate, use of the solutions offered and interest, they can be different and very profitable.
An automotive company that enters the world of lifestyle and interior design starting from the study of carbon fiber (image in the title), or a construction company entering the world of advanced nanotechnological research, rather than a fashion company that leans towards the world of food&beverage, These are just some examples that we have had the opportunity to study and work on to build new and successful projects.
Brand Extension it is a multifaceted strategy that is created starting from a fundamental vision: but having a vision is not always a given, very often companies start and develop around the product/service, therefore they remain anchored to that tangible element that defines positioning, relationship with customers, costs, communication. The company vision is a very different level, a level that defines the company's understanding with the context in which it existed, exists and will exist, the idea on which to meet, interest and excite customers, accompanying her in the development of a sense of belonging to what that brand expresses.
There have been exemplary companies with exemplary visions, who have built a generation of consumers and customers who are always attentive to living the company's vision. Iconic brands like Coca Cola or Mc Donald have had a vision and have taken it everywhere over the decades, Nike o Ferrari, Disney, IKEA and Tesla … all these companies have gone beyond the simple function of their invention, they have dragged millions of consumers with them, making them feel part of that thought and making them live with their brand. But for these great and simple examples, they were different times, where it was easier to create a direct connection with physical communication, managed through basic media and points of sale.
Today the market presents different complexities, very new and intended for continuous updating. And it is necessary to work carefully and intelligently on the vision, in order to connect well-targeted strategies aimed at accompanying customers towards our brand, making it appear as a very interesting and useful landing point, not only for what the company traditionally produces, but also for what the company says and sees.
And this is why we have dedicated ourselves to Brand Extension strategies, working first on the definition of a beautiful company vision.
For further information: management@mito.org.uk
