Over the last few years, we have seen consumers embrace the vast changes within the digital realm. Broadband has become affordable and widely available, banking, shopping and the way we research and invest in brands have rapidly become online hobbies. The web is now a central hub for consumers to interact with their chosen brands and the rise of the web 2.0 age has seen brands using imaginative d...

Words are disappearing fast in ‘adland’. The world is getting smaller and now a brand can be represented from Birmingham to Bombay by means of a simple swoosh. Britain has led the way creatively for years in advertising as much as in music and fashion, but homegrown campaigns for homegrown audiences are failing to use the most powerful (and cheapest) tool in the box. The cost of producing a piece...

At no time since the First Amendment has the cult of self-expression been so venerated. Individuality reigns and the evidence is everywhere: blogs are the new black, unripe 20-somethings write autobiographies (presumably the first of many) and fame-obsessed parlimentarians allow duties to their constituents to play second fiddle in order to parade themselves on national reality TV programmes.‘Mem...

With the zeitgeist turning towards caring, sharing and social responsibility, today’s brand guardians do well to remember the old joke about finding a maggot in your apple and how it’s much worse to find half of one. Should consumers discover an element of rot in a brand they’ve already bitten into, the turn-off is utter and complete.The Noughties consumer is into soul-searching and expects to fi...