Stretch enables brands to quantify the intangible value of their identities and gives them currency to trade on this. This is made possible by subscribing to the Stretch Framework so that a common vision of value is shared. Brands can then monitor their overall worth and are able to construct a picture of their total value in human terms.
Stretch Brands afford each other the opportunity to reduce reliance on regular currency by trading on more flexible units of value. This is dependent on the level of involvement in Stretch Culture. For example, Core Stretch Brands qualify to use more flexible units of value; External Brands require a higher proportion of regular currency.
External Brands are able to trade with flexible currency on the strength of their involvement in Stretch Culture.