As consumer preferences shift and their behaviors change, many established brands have found themselves fighting off new competitors that have surfed emerging trends to marketplace success. In the beauty industry, the incumbent stalwarts like L’Oreal and the Estée Lauder Companies are paying in excess of $1 billion per indie brand acquisition. But what if there was a less expensive – and far more simple – way for incumbents to hold onto their places at the top? In her monthly column for The Drum, Communicus CEO Jeri Smith explains how to save a brand – without spending $1 billion.
