About Katie Illera and Lauren Sugarman

Lauren Sugarman is a SVP, Strategic & Creative Planning, within Ketchum's Chicago office. Katie Illera is a business development manager within Ketchum's Chicago office.

Author Archive | Katie Illera and Lauren Sugarman

How to Survive the Brand Apocalypse

It’s a spooky time for brands, and not just because October is Halloween. E-commerce and the growth of private label means retailers are putting the squeeze on national brands. In fact, some say the death of brand loyalty is upon us as Catalina reports that 90 percent of leading household goods brands are losing market share. If a brand apocalypse is coming, what can communicators do to help brands not just survive, but thrive in this changing landscape?

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