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17min chapter
How brands grow up with James Hurman
Let's talk branding
Brand Architecture and Challenges
The chapter explores the concept of brand architecture and the challenges it presents in different types of companies. It discusses the differences between organically developed brands and conceptually invented brands, using Unilever as an example. The speakers also touch on the role of branding at various stages of a company's growth and the shift from rational convincing marketing to emotional storytelling for well-known dominant brands.
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AI-powered
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode