Managing brands through disruption: One marketer’s experience

Lysa Hardy is no stranger to disruption, either of markets – having joined several brands in the early stages of their growth – or within her career, given the mergers and acquisitions she has been part of. Her first was at Orange, when it was acquired by France Telecom, and then T-Mobile when it merged with Orange to form EE.
She describes her time at Orange following the French, takeover as her “Wild West days”, given the seemingly endless stream of restructures and new