READ HELEN’S AWARD-WINNING COLUMNS

In 10 years as a columnist for Marketing, Campaign and now Marketing Week, Passionbrand co-founder Helen Edwards has written over 400 columns on all aspects of branding. She is a winner of both the PPA and BSME Business Columnist of the Year award.

Helens Columns

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'The friction of choice'

"Choice is friction. Should marketers aim to reduce it, by culling their ranges? Many will baulk at that. Yet consumers are perfectly capable of taking matters into their own hands"

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