How To Optimize Your Brand Portfolio

    If you are wondering if your company has too many brands–you probably do! It’s extremely difficult to part with and...

    When Should You Commit Brand Heresy?

    Brand heresy is the practice of established brands promoting in ways that are very different from their past positioning. For example, when an airline advises "think twice before your book a flight" something strange is going on! Mary, Sean and Tom share examples of brand heresy, and discuss if and when a strategist should commit it.
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