This web ad from Japan for the Tosando Music School is the latest viral tearjerker. In testimony to its crafting, you won’t need to understand Japanese to follow it or to be touched by it. At a time when brands are building increasingly complex digital communications programs, and are turning to oblique forms of branded … Continue reading
There are two paradigm challenging forces at play in marketing today. One is obvious – the shift to digital and social media. The other is somewhat less widely known but no less significant, being the new understanding of consumer psychology offered by behavioural science and neuroscience. What isn’t recognised is that the frameworks they suggest … Continue reading
Brand Truth - Brand Strategy Consulting, Melbourne 