TikTok Loves an Underdog Story. Where Does That Leave Big Brands?

For a struggling taco shop in Glenview, Ill., the difference between a disheartening lack of foot traffic and a sold-out menu was a 10-second TikTok post. A decor company based in Grand Rapids, Mich., was saved when the owner’s daughter brandished his collection of horror-themed Christmas ornaments on the platform. And Keith Lee, a former…

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