A 2024 Brand Decalogue: Navigating Global Markets for SMEs
As I reflect on 2023, two questions trouble me: first, can small and medium-sized firms still build sustainable brands? Not just merely product offerings but brands with outstanding promises, substantial equity, and deep consumer insights. Or are we relying on products to do all the work?
Second: is the agile, lean, trial-and-error route still viable?
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