“Brands often make the mistake of believing it is the consumer who must behave in a certain way. They believe it is a case of reminding people they exist via a short-term marketing campaign. In the case of many brands, it’s more about getting back to their core substance and what gives them authority.” This is a short excerpt from the first of a series of lectures by Bob Sheard of FreshBritain. If you’re into brands or apparel, you’ll find this incredibly insightful; I certainly did.
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By Calum Gordon There was a once a time, in a world before the internet – or even when all your favourite brand owners still posted on the 5th Dimension or Hypebeast forum – you paid your dues in this game, or so I’ve been told. And that was when you could still label it [...]