Or: how to avoid your one-way ticket to irrelevance
We live in extraordinary times, where new, digitally-activated startup brands continually topple the hegemony of big-business with unruffled ease. The product landscape in many consumer categories already looks unrecognisable compared to just a few years ago - and when Fever-Tree tonic replaces Schweppes even on board British Airways flights, you know that no holy cow is safe anymore. How fabulously exciting that is.
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