Lateral thinking is a phrase coined by Edward de Bono in contrast to conventional or vertical thinking. Conventional thinking moves in a predictable, direct fashion. Lateral thinking attacks a problem from the side. de Bono defines the four main aspects of lateral thinking as follows:
• The recognition of dominant polarizing ideas
• The search for different ways of looking at things
• A relaxation of the rigid control of vertical thinking
• The use of chance
The initial marketing of a new brand, product or service to a particular market. The way in which the launch is carried out greatly affects the productâ€™s profitability throughout its lifecycle.
The horizontal expansion of a brand through the introduction of new offerings by function, such as additional flavors, sizes, colors… (e.g., Coca Cola's extension to Diet Coke, Caffeine Free Coke, Caffeine Free Diet Coke)
The overt use of statements such as "Look for the "(brand signal)." The use of such statements help consumers in navigating the marketplace and can aid in the trademark process by proving a given brand signal as a source identifier. (e.g.: Duracell's "Look for the CopperTop" slogan)