Are we heading for driverless brands?
In 2000, an article in Wireless called into question whether machines were quite the panacea we hoped they were. It was possible, said the author, that this dependence on machines was not going to a good place.
Month: September 2016
Why brands contradict themselves (& when that’s OK)
Can the same brand take two quite different positions? Yes. And no.
The power of a strong brand backstory
Leveraging a story that everyone knows is powerful – but risky. Powerful, because it’s immediately recognisable. Risky, because unless you can provide a new spin, it’s a tale they already know. Perhaps too well.
The end of brand maintenance
It’s tempting when your brand is trending to believe that the hard work is done. In point of fact, it may just be beginning.