The Mattesson-aissance
Executive summary
This is a story of reinvention.
Having read a few stories on the IPA so far, by this point you're probably rolling your eyes up, cynical smile on and thinking 'here we go'.
Mattessons is a different story of reinvention.
Yes, there is a dramatic 'product-in-decline-with-high-volume-sold-on-deal' and '0.4% share-of-voice' start. And then the usual big reveal of how it transformed itself into a fast growing 'It' brand for teen gamers by...