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When the message gets mixed

Napoleon Perdis created an Australian brand that hit the shelves of retailers across international markets. One of the issues in the collapse of the cosmetics business is whether or not the brand actually occupied too many shelves, especially in Australia. Brand management is a science, and many popular brands have imploded after overreaching and confusing – or even betraying – their customers. It is interesting to reflect, for instance, on Target’s coup in landing a Stella McCartney range

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