Brand Strategy

The Globe and Mail: "TORONTO -- At a brand strategy session at a Toronto ad agency, Alison Gordon confesses to her colleagues that she's kept awake at night by fears of what the competition might do.
It's not a rival corporation that has her scared. Ms. Gordon is the marketing director of Rethink Breast Cancer, an edgy charity that targets young people. Her competition is the more mainstream and better-funded Canadian Breast Cancer Foundation."