The Michelin Guide: The Birth of Brand Extension and the Blueprint for Modern Business Ecosystems
In the early 20th century, the Michelin Guide emerged as a revolutionary example of brand extension. Originally devised as a tool to encourage automobile travel (and therefore tire usage), the guide grew into an authoritative source for restaurant and hotel recommendations, creating a legacy that continues to this day.
Functional Value in action
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![Pancakes drizzled with chocolate and topped with raspberries and blueberries beside an Alpro soy protein drink carton]()
Alpro
From the medicine cupboard to the mainstream
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![ASDA Rewards app on a smartphone displaying “Pounds, not points,” with gold reward coins and sparkles on a green background.]()
ASDA
Rewarding real loyalty. Pounds not points
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![Billboard promoting the Nicotinell+ coaching app outside a brick building, featuring a smartphone, App Store and Google Play download badges, and the message “Guided quitting not guesswork.”]()
Nicotinell
Nicotinell+ Supporting every step of quitting.
