We’ve been branding things from cattle, to jewellery and even people for thousands of years. We began by burning our mark into things to signal ownership. When technology and infrastructure gave us access to things beyond our villages branding began to signal a different type of belonging, one that said ‘you can trust this because…

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The genius of the ‘Dove Sketches’ campaign wasn’t that it highlighted the issues women have around body image and beauty, it was that it held a mirror up to every one of us. It tapped into our collective vulnerability on a visceral level. Brands like Dove, Instagram, Harley-Davidson, Virgin, Nike, Moleskine, Dyson, Brene Brown, Apple,…

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Coffee chic is not merely a creation of Starbucks, no more than flawless design is the singular domain of Apple. What these companies do with a clever brand story, is make it easier for us to buy into the wants that we associate as being part of our story. What we actually believe to be…

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