How to do brand storytelling

[Jason Stewart] Word of mouth is very much experience-based: yours or someone else's. We love stories. They grip us. We can visualise scenarios and place ourselves in the same situation, but, most importantly, we start to believe in them. 31 May 2012 07:33

[2012 trends] Convergence, content key themes for media, advertising

[Tanya Schreuder & Richard Procter] Fact: consumers hold the upper hand in how we advertise. They are the ones who are more empowered, are demanding more and are less loyal. Never before has advertising been so interesting and exciting what, with tried-and-tested traditional formulas constantly being challenged. 25 Jan 2012 14:48