brand governance
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One Brand Took Years to Build Trust in a Taboo Category. The Other Lost It in 24 Hours: What TENA and Pepsi Reveal About the Real Determinants of Marketing Success
Pepsi had the bigger budget, the bigger celebrity, and one of the decade’s most public brand failures. TENA had a stigmatized product category and built a compounding brand asset. A structural analysis of what actually separated the outcomes: insight versus assumption, ecosystem versus event, and governance that can say no. Continue reading