STEP 11 HERO'S JOURNEY WHEEL FOR MAMMA SÖRMAN-NILSSON

Diagram shows section of three concentric circles labelled as ordinary world, resurrection and final attempt at a big change from innermost to outer. The text reads, ‘Georg Sörman begins to communicate along a specific, agreed brand line, and effectively mobilise its staff in getting behind the brand strategy. Georg Sörman pulls back from the execution of the brand, and starts doubting its merits and places the brand rollout on ice. In combination with new partnerships for our broadsheet, events, and positive PR, Georg Sörman achieves an increase in sales. But no event is held to mark the 100th centenary on 29 January, 2016.’

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