Brands are increasingly being copied by "dupes", and while consumers may enjoy cheaper alternatives, the impact on business owners can be devastating. But the Director of Strategy and Creative Lead at Kommunal, Rod Curtis, says businesses can stay ahead by doubling down on quality, innovation and authenticity to protect their brand and thrive in a competitive market. He also explains how smart marketing, strong customer relationships, and memorable experiences can help genuine brands stand out and keep loyal customers coming back.
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