So interesting. I’ve been a part of a couple of sub brand efforts in the past. My opinion as a consumer (albeit as an edgewise oddball consumer) is that the parent brand being on the label of a sub brand undoes all of the hard work that the design (and hopefully product) goes through to make something new. Just as I get sold on this beautiful new product (in this case yogurt) I see the traditional brand placed small and automatically have a skeptical thought of “is this just regular old Yoplait in a fancy package?”
confession, I didn’t read the article yet. Off to a meeting, I’ll read it later on and maybe have to take back my comment above 