At launch, companies generally take one of two paths when it comes to defining their portfolio structure. In the more basic framework, known as a branded house, the product shares a name and ethos with the company brand creating an inherent link between the two. Over time, as new products rollout, they follow suit and...
If you’re a brand looking to keep up with today’s ever-evolving consumers, you’re likely aware of how critical it is to glean primary learnings and test concepts with your customer base. Many brands base their development and innovation efforts on critical assumptions. However, the issue with assumptions is that they can be dangerous, even when...
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