Is Your Brand Bounded Or Unbounded?
December 14, 202111 min
Understanding the difference between “bounded” brands and “unbounded” brands is how toddler companies become unicorns.
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December 2021 - Branding Strategy Insider
Three Innovation Lessons From Category Disruptors
December 8, 20216 min
Three years ago, Co-operators —one of the largest underwriters in the Canadian insurance industry—took a leap of faith on an idea that completely subverts the way insurance works. They decided to mess with the concept of time.