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Brand portfolio mergers are often seen as simple exercises in corporate restructuring. However, the reality is far more complex.

Identify key factors that make a mineral water brand successful and discover the possibilities of merging beauty and hydration.

Wondering why your one-size-fits-all strategy for wooing Gen Z ends up fitting none, welcome to the club.

The concepts of personas and archetypes are often interwoven in customer experience design, but their application differs.