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VIEWPOINT: 3 ways to cultivate an effective multi-brand strategy

Think about a brand — maybe a big corporation — that has a hierarchy of other brands and services. Maybe you’re thinking about Amazon, which has Prime Video, Audible, and Amazon Echo. Or maybe P&G which owns Gillette, Pampers, Tide, Cascade, and Old Spice. Unilever owns everything from Ben & Jerry’s and Skippy to Lipton and […]

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