‘What makes a successful brand?’
It’s a question that I get asked a lot. But for me, the answer is simple: one that can stand the test of time.
The goal of any company is growth. But without a watertight brand strategy that can scale equity with ambition, growth becomes difficult to sustain.
For the world’s most-loved brands, the secret to longevity lies in the ability to move forward whilst never losing sight of where they’ve come from.
A perfect example of this is Cadbury, a brand that was founded with a greater mission in mind; to bring joy and generosity to people’s lives. And, 200 years later, its ‘glass and a half’ messaging still matters.
I grew up down
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