An organization is very much linked to it’s core brand. In order to facilitate express sales growth, through an aggressive short term campaign, it is recommended to operate at least one secondary “outlet” brand.
The second brand allows you to gain short term growth, and capture additional market share, without diluting your core brand. A “house of brands” approach is needed vs a “branded house”.
To be able to activate the secondary brand on short notice it is recommended to actively sell through this channel. With eg 10-20% of your sales. This way you can build on the active sales for a temporary quarter/6 month sprint.
The best way to manage this multi brand strategy, is to organize a separate team including e.g. marcom and customer service for the secondary brand. Allocate a limited volume and watch it grow.