Multi-collinearity making brand metrics simpler
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For most researchers, multi-collinearity is a disaster. More disturbingly, for many researchers, it is a bit of a mystery. For some, multi-collinearity is understood to be a problem, and something we would prefer to avoid. Here however, I will argue that multi-collinearity is not a problem, it is reality; and it can be our friend if we are open to its implications.