Five steps to building a relevant brand – and what not to do
Anna Hamill
In a brutally competitive consumer landscape, it does not take many bad decisions for a brand to go from top of the pile to the bottom of the heap.
And in the view of Umang Shah, Director of Digital Marketing & Marketing Innovation for Campbell's, the first stage of brand irrelevancy is perhaps unexpected: finding enormous success.
"When you're really working hard to get something to work, and when you get some traction and you get it, it's easy to maybe become complacent."
Shah outlined...