planung&analyse Insights23: "Be smarter and not waste money!

Jenni Romaniuk is the Associate Director of the Ehrenberg Bass Institute in Australia. The way brands are viewed and researched is being turned on its head by this institute from down under. Not with complicated models, but with self-evident facts and simple guiding principles. A brand that is not available - physically or mentally - cannot be bought. Small brands grow more slowly than big ones.

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