Iconic Media Group's Dermot Latimer says being labelled as a small and boutique enterprise can be damaging your business

SAfm — It's apparently harmful for companies to refer to themselves as smaller, boutique, enterprises. This is according to Dermot Latimer who is the Founder and Owner of the Iconic Media Group. Latimer says being labelled as a small and boutique enterprise is a negative stigma, can be damaging and gives the bigger players an upper hand. Krivani Pillay spoke to Dermot Latimer who is the Founder and Owner of the Iconic Media Group advertising agency