Trying To Put The Garage inside the Car

Some things work one way but not the other. Apartments go inside buildings, but buildings do not fit inside apartments. In HTML, div goes inside body but body will not fit in div.

In marketing, Variant testing may be used to tweak an established brand, but an established brand should not be sacrificed for the sake of the results of short-term Variant results.

Anne Holland wrote an article on this topic for her Marketing Sherpa column.