Change and context

When I first considered ‘Branding in a new landscape’ I have to admit I struggled. A ‘new landscape’; what does that even mean? Well, it could mean a million things. What’s new to one person may not be to another. What the landscape is for one of us will differ to the next person. So, I took a step back and looked at the bigger picture. In doing so I realised that there are two vital truths hidden in that phrase – truths which I believe must inform how we consider brand and branding.

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