In the good old days, companies spent millions developing brands that stood the test of time. Some still do. Like John Deere. Or IBM. GE. Not that they haven’t had to pivot and reinvent themselves a few times to adapt to change, but there was a time not so long ago that access to capital, markets, media and attention was expensive. Only the biggest could afford it. And that gave them a huge edge. No more. Now, a savvy 18 year old can create a brand and a company that can unseat major players when they least expect it. The
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