Don't let your brand get squeezed in the middle

Johan Ekelin and Emma Barrebo

Reveals four actions brands can take to remain relevant, using examples from the likes of Nike and Whole Foods.

A man becomes the new CEO of an international multimillion-dollar corporation and decides to turn it upside down to change the mobile communications industry. By doing so, he justified the company's right to exist in the future. When John Legere became CEO of T-Mobile, he realised that the mobile communications industry was failing to deliver the very things that people love about mobility; in fact, it was delivering the antithesis: long-term contracts, termination fees and overage charges. In a brave move that would double the number of customers in just four years, he started the Un-carrier movement.

The Un-carrier manifesto...

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