Trust Isn’t Forever: Why Brands Have to Keep Proving It
Trust in brands has always been pivotal but the brands being chosen by Gen Z don’t just reflect their beliefs. They’re having an impact on the buying habits of every…
The Brand Report Card: How to See Your Brand With Fresh Eyes
Building a brand is one of the toughest balancing acts in business. Every day is packed, approving campaigns, juggling budgets, keeping stakeholders happy. With so much noise, it’s easy to…
Mental Availability Now Lives Online: Why FMCG brands must rethink how they’re seen and remembered in a digital-first world
There was a time when brand building happened on the shelf. A battle of bold colours, distinctive packs, and prime eye-level placement. But that shelf is no longer just physical.…
Brand Identity in the Digital Age: Why Consistency Is No Longer Enough
Once upon a time, brand identity was simple. Create a distinctive look, repeat your message often enough, and over time, customers would remember you. Logos, taglines, packaging and ads followed a consistent formula, designed to make brands instantly recognisable and reliably familiar.
