Brand

The safest brands are usually the easiest to ignore. In a market where AI can produce competent, average marketing in seconds, distinctiveness is the scarce resource: a clear point of view, a recognisable voice and the confidence to be different.

These articles look at how memorable brands are built and kept, from nostalgia and humour to personal brands and positioning, and why brand and performance marketing work best as one strategy rather than rival budgets.

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