By Marina Tran-Vu, CEO & Co-Founder, EQUO –
For years I worked in brand management for large, global corporations such as Unilever. Looking at so many well-oiled machines that were able to survive ever-shifting trends, I learned about how to build impactful and lasting brands. I also learned about the biggest mistakes to avoid, chief among them how to avoid pigeonholing your brand to a single target demographic.
Nowhere is this mistake more evident than in the eco space.