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The Global Influencer Economy, Part 1: The Dangers of Playing It Safe

What boosts the bottom line from London to Lagos? BoF examines the dark arts of influence and why brands can't afford to play it safe.
Illustration by Mike Lemanski for BoF
By
  • Robb Young

In part one of a two-part series on the global influencer economy, we examine the dark arts of influence, the 'halo effect' delusion and why brands can't afford to play it safe.

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