Brand positioning

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  Acquisition

  What Causes Cannibalization—and How to Avoid It in a Company Brand Portfolio

  Why a new brand may start competing with existing ones rather than strengthen the portfolio—and ways to avoid it.

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  Acquisition

  How L.L.Bean Mastered a Sophisticated Measurement Strategy

  When you launch a new department that combines five marketing channels, the challenge becomes how to get your metrics in order. Kathryn Burke Pratt takes us on the journey.