Visibility may create curiosity but it does not automatically create trust. The art of selling fragrance explores the role of credibility, alignment and positioning in building a brand people believe in.

INSIMBI OUD does not attempt to introduce South Africans to oud. It meets South Africans where they already are - bold, expressive and deepl

In the world of fragrance, a crowded marketplace, Jo Malone is a shining example of how successful brand positioning and brand...