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Introduction
This article explores insights from new research into the threat to big brands of attack by small 'insurgent' brands. The research was carried out by the brandgym in May/June 2018 via a global quantitative survey of over 100 senior marketing professionals and research with 800 consumers in France, UK, India and the USA.
- Look beyond the hype and hysteria:small brands are a threat to big brands, but media hype and headlines focus narrowly on North...