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Brand First

From challenger to Icon

It's about entrepreneurship and it's about the right strategy. Johan Bülow is not surprisingly a fan of liquorice. But he's also fascinated by how brands like Heinz, Coca-Cola and Ritter Sport have achieved an iconic status. In this chapter, he introduces a strategy called 'Brand first', which in four phases with a focus on clear choices, simplicity and thoroughness has developed the company from a Challenger to an Icon.

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