Entrevistas

Brand stories gain traction from repetition, but you can’t endlessly tell the same story in the same way. John Hegarty found a great example of refreshment when he cited the Bond films.

The client briefs of the Mad Men era were short, pithy and succinct. Bob Hoffman argued that we need to get back to that simplicity. Whether we like it or not most consumer-brand relationships are shallow

How many times have you gone with good enough? David Droga, CEO of Accenture Song, says that the idea that ‘good enough’ takes less effort is a fallacy. Whatever you do, you should do it with pride.

For Professor Mark Ritson, the true business advantage comes from taking a strategic approach, rather than constantly looking at tactics and new opportunities in the digital ecosystem. “Strategy is simple, ...