Are big brands really doomed? How big brands can adapt to the threat from small insurgents

Explores insights from new research into the threat to big brands of attack by small 'insurgent' brands.

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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 professi

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