#9  S2-09. 'Permission' with Tessa Graham

What does it mean for a brand to have permission to speak, act or grow in a particular direction? Jo and Franki explore the idea with brand strategist Tessa Graham, who argues that permission is earned through consistency, credibility and trust, not visibility or influence. They look at how brands earn, extend and lose that permission, and when collaborations can help bridge the gap between what a brand is and what it wants to become.