Line Drivers™ is the Masterson/SWOT Team’s proprietary process for dealing with marketing issues related to multiple products under a single brand umbrella. Originally developed as a method for identifying new line extension opportunities, it has since been applied with equal success to Portfolio Management and Brand Architecture projects.

This process combines projective investigative techniques and inductive analytical methods to create a “ladder of learning” that builds from core brand equities through brand architecture to messaging and to product/claim invention and evaluation.

When applied to development of line extension opportunities, one unique aspect of the process is that it identifies compelling claims and language for those products as well. Opportunities identified through this process have the advantage of being solidly founded in parent brand equities, while also providing further reinforcement of that brand equity. The result is not just a successful, free standing product or piece of communication, but an enhancement of the overall brand.

Whether the issue is line extension, brand architecture or portfolio management, Line Drivers™ results in the brand significantly expanding its”footprint” while providing mutually exclusive product alternatives for consumers, thereby avoiding confusion and internal brand conflicts.

for more information contact:
Peggy Masterson, President, CEO
Alan Goltz, EVP, Chief Strategy Officer
Barbara Strautman, EVP, COO