It’s always been difficult to manage the balance between respecting individuality and maintaining consistency, so has this become easier or harder and either way, how do you strike the right balance? At a moment in time, when you’re trying to find your voice in a changed and changing world, how do you respond to the differences between geographies, as well as the differing positions in relation to the pandemic? And in a moment where we’ve seen years’ worth of digital acceleration in the space of months, and the world feels as if it has reached an inflexion point, have the challenges in managing a global brand truly changed, if so how – and how do you respond to them?
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We created a position that reflected the weight, distinctiveness and relevance of the organisation.
Brands have a plethora of channels to build loyalty and engagement. But how should you approach branding through the lens of digital, social and wider activation?
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