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In this video, marketing expert Bolanile Maté of Be Better Paris talk about how when smaller startups with honest core values get bought out and become big -- and all of the sudden, everything you stood for gets diluted.

"That's common -- however, that core value is what gave you the equity in the brand in the first place," she says. 

Even in changing, there has to be a way to grow you business without selling your soul. Click play and learn how.

Related: Hire a Branding Consultant With a Similar Aesthetic to Your Own