The brand strategists’ toolkit: SWOT Analysis

SWOT analysis was pioneered at the Stanford Research Institute’s Theory and Practice of Planning group during the 1960s, under the stewardship of Robert Franklin Stewart and Albert Humphrey.

I’m almost ashamed to say the one and only time I’ve used SWOT analysis was around 20 years ago, so I’m scarcely equipped to write a whole article on the subject. Until I started researching this piece, I could fit the sum of my knowledge about SWOT

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