One of the major, modern headaches of ambitious brand owners is how far to take the brand. Pressure on revenue says roll out the brand into new territories (or categories); protecting what you have says don't dilute the magic.
Starbucks is in the middle of such a headache, Fast Moving Consumer Goods giants such as Unilever and Proctor & Gamble face it every day. Right now, the Louvre, icon of France and Paris' star museum, must be having its own internal wrangle.
The museum inked the latest stage in its deal to open a Louvre Abu Dhabi. There are $525m-worth of good reasons why France-Museums made the 30-year deal; the question now is how far do they take this roll out? Can we expect Louvre Rio, Louvre Cape Town or Louvre Auckland?
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