How to Measure Against Your Competition

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It is important to understand consumers and how to assess one’s position relative to competitors, both direct and aspirational. Everyone is facing challenges, and to gain insights brands need to understand what those challenges are and ground themselves in the struggles that they, and consumers, are facing from a day-to-day perspective.  Kobie’s Director of Partnerships, Kelli Graf, brings those struggles into the light and gives concrete examples of brands that are....

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