This week Lime e-scooters were withdrawn from the streets of Auckland. Principals’ Steve Main explains what went wrong for the brand which came second in the 2019 Brand Alpha study.

“Let’s get this straight, I’m a fan, but Lime hasn’t been easy to love. From a brand agency perspective, it was an accident waiting to happen. A missed opportunity to transform first-mover advantage into long term success.”

Read more at Marketing Association.