A Changing World: Rethinking the Brand Agenda

Who is the Brand Daddy? »

There's a crisis brewing in the brand world. Customers today choose their brand less on the product attributes and more on the offered experience. The problem is this: Brand experience may be driving customer preference, but it seems there's no one steering it end to end, inside and out.

Ariel Cool Clean »

Ariel Cool Clean is the second in a series of innovative brand-led approaches to on-pack promotions developed for Procter & Gamble. The goal was to advocate Ariel's effectiveness at 30°C and the inherent energy cost-savings to consumers by washing at a lower temperature.