Siwa’s rebrand has been littered by PR blunders. Initiative’s Kate O’Loughlin explains what marketers can learn from it. ‘Obsessed’ is a monthly deep dive into social and cultural trends that can help marketers inform the way they think. Led by Kate O’Loughlin, Initiative strategist and self-confessed obsessive, ‘Obsessed’ will be a magic school bus to expand marketing mindsets