By Nick Ward

Fame, creativity, emotional resonance, salient signposting… these are all well established, well documented routes to driving long-term brand growth.

The IPA Databank is full of great examples to prove the point, and we’re not here to argue. That said, this doesn’t paint the whole picture. As some contemporary marketing theory highlights, there are also some more underlying ways in which the brain works. This new theory shows there is an opportunity for all brands, but especially for smaller ones, newer to the sector, to punch above their weight.

By definition, many challenger brands will lack heritage and familiarity, Read full story ›

Source: The Drum