I’m blessed to be working with brands that are decades old – names such as Tide, Pampers and Gillette. They’re household names around the world, and they’re used by billions of people every single day. And yet we live in a time when everything is being disrupted. For the next generation, the likes of technology firms Netflix and YouTube are more important than brands they find in their local store.
Much of this shift in trust is down to how brands communicate with consumers. Many of the most popular brands today are experiential, and millennials want to talk about and engage with brands that give them unique experiences and entertainment.
But I feel there’s a deeper issue at pla
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