They made - and still make - one crucial error: you need to spin those projects that are simply viable out immediately after they take root. Otherwise you will end up with the brand advantage but there will always be the pressure to use the resources (people, mostly) more efficiently in terms of ROI. And so nothing ever lasts and slowly but surely your reputation as a reliable partner for new products is eroded.
You can use your main brand for the launch, but then you have to be willing to support the child.
You can use your main brand for the launch, but then you have to be willing to support the child.