How Alibaba Scaled its Business with Brand Architecture
Updated: May 29, 2019
Jack Ma is known to have led his company through his constant involvement in branding. In short, he is Alibaba’s brand creator, curator, artist and communicator. Jack Ma’s brand philosophy for Alibaba is the “everything company”. The secret to managing and scaling his large array of brands portfolio? Using Brand Architecture to lead the company’s marketing strategy.
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