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As competition reshapes and AI accelerates change, brands are being tested like never before. Lindsay Smith and Rene Thomas of Takt introduce the “Brand Matrix”, a framework to stress-test brand clarity and coherence.
Drawing on their work across global brands, they explore how companies can navigate shifting category boundaries, align on identity, and build brands that remain distinctive and adaptable.

The brand matrix: Navigating AI, reinvention and category disruption

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