South Africa: The Curious Case of Alcatel

opinion

There is something about resilient brands that I really admire and find endearing. By resilient brands I mean those that go through a trough - are forced to go back to the drawing board, institute an uncomfortable process of introspection and through the dark forecast still maintain the will and resolve to stay in it (the market).

Rediscovery is a powerful thing and for a brand to have to undergo the process of rediscovery and repositioning is perhaps one of the trickiest exercises.

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