I have a question about design, but it kind of has a cultural or philosophical nature. What’s brand extension? How do companies like Apple do it successfully?

Brand extension is stretching your identity without snapping it. This guide to define brand extension uses examples like Dyson (vacuums → hair dryers) and Virgin (music → airlines). I helped a coffee brand launch merch—mugs, not t-shirts—because it reinforced ritual, not randomness. Key rule: Extend where your values resonate, not just where the money is. And don’t forget the other articles on the website I’ve linked.