New Brand vs. Existing Brand

Before developing a cigar, it is important to establish which of two very different situations applies: Are you creating a new brand—or introducing cigars under an existing brand? Both can lead to successful cigar projects, but they do not start from the same place. A new brand gives you considerable freedom because almost everything can still be defined. An existing brand gives you something equally valuable: an identity, reputation, customer base, and set of expectations that already exist. The difference is simple: A new brand has to establish what it stands for. An existing brand has to decide how a cigar fits into what it already stands for.