Are big brands dying?

Debunks myths about big brands dying, outlines what strategies make sense for big brands to follow and presents five strategic mistakes made by big brands over the past 10 to 20 years.

Big brands pay the salaries and provide investment returns for many millions of people via pension funds. So if anyone declares that big brands are dying, they receive a great deal of attention.

There is quite a long history of such alarms, going back...

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