102 - The One Question To Ask Before Any Brand Decision
Most brand and portfolio decisions inside scaling companies get made from the inside out — shaped by org charts, legal deadlines, and internal politics rather than what customers actually experience. Behavioral-science brand strategist Kevin Perlmutter, founder of Limbic Brand Evolution, argues that the fix isn't a bigger rebrand — it's a standing question leaders ask before any brand or portfolio decision gets finalized: where are the insights?
Drawing on real client situations — from a four-day deadline to name a newly acquired company to untangling a four-brand portfolio boxed in by its…
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