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Brands inspire us, they make us work, they make us eat/wear/drive/use them. You get the point. We are motivated to want to become a part of their story.

Targeted communication creates value in the minds of the consumers and the marketplace, without it you might as well give your money to the competition.

Brands need to work on being accessible where they are needed yet not expected. Do we need to say that inaccessibility is the death of the FMCG brand, yet over accessibility is pointless for a luxurious brand?

Without value or good quality there’s no brand. If your brand does not have quality, don’t do the branding because branding cannot mask bad quality.

What is a brand without a good story? It is not a brand at all. It is not a brand that will create loyal followers or drive sales long-term.