We are the icon

What do you do when more and more competitors in the market are copying the original product you created?

In the Acceptance phase of the Brand First strategy, Johan Bülow introduces you to the 'No Doubt mentality' that permeates the entire organization. Johan Bülow's company needed to rebrand itself to manifest itself at the top of the category it had created. No one should be in doubt when dealing with a Lakrids by Bülow product. “We are the icon,” as Johan Bülow himself says.