Les Miserables Brand Extension

Victor Hugo started his book in 1845 and took 16 years to complete the epic. The Cameron Mackintosh musical has been running in the London West End for 23 years.

Brand extension or brand stretching has developed a range of musical products and retail merchandise way beyond the original written book or theatre tickets. What would the French 19th Century revolutionaries make of all this commercialism. Your brand’s “extendibility” depends on strong consumer’s associations and 23 years and 147 years shows some strength in depth.