Forget The World Cup Naysayers, Dilution Is A Compliment

When FIFA blew the World Cup open to 48 teams, the purists lost their minds. Dilution, they cried. Too many games, too many minnows, too much mediocrity flooding the sacred tournament. Dig chief strategy officer Peter Cerny argues that it’s the same word, said in the same wounded tone, that is quietly keeping your brand […]