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How not to plan: what matters most in 2025 - Les Binet and Sarah Carter

Uncensored CMO

CHAPTER

The Balance of Consistency and Creativity in Branding

This chapter emphasizes the significance of maintaining brand continuity while fostering creative innovation. It uses case studies like Specsavers and Schmackos to illustrate how established brands can successfully evolve their marketing strategies without losing their core identity.

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