STEP 6 HERO'S JOURNEY WHEEL FOR MAMMA SÖRMAN-NILSSON

Diagram shows section of three concentric circles labelled as extra-ordinary world, tests, allies and enemies and experimenting with first change from innermost to outer. The text reads, ‘Birgitta and Anders hire brand strategist Hema Patel to visualise the rejuvenated brand. Georg Sörman attempts to divest its second, smaller design store in Old Town, Stockholm, but faces a greedy landlord. Hema presents the brand concepts, and after failing to reach an agreement with the landlord for the divestment, a brother brand, Georg Sörman & Sons, is developed by the mentor for Old Town.’

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