CREATIVE STRATEGY: What big brands can learn from obscure boots
26 May 2011 | by Simon Kershaw
Recently, I needed to buy some military boots (it's a long story). As luck had it, a friend made me aware of Shipton & Heneage.
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SHIFT: Personalisation key to coping with the death of the tribe
20 Jan 2012 | by Nicola Clark
Marketers instinctively like to segment people into 'tribes', but the days of the defined target market are over as consumers opt for a more personalised, less predictable approach, writes Nicola Clark.
Editor's comment: Bold brands set creativity free
16 Jun 2010 | by Gareth Jones
Marketers need to be a lot bolder if they want to create truly distinctive brands.
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