Why the best brief may be the brand

Jeremy Bullmore

This article argues that it is time that the importance of intuitive thinking was recognised in brand creation.

Why the best brief may be the brand

Jeremy BullmoreWPP

It's time the importance of intuitive thinking was recognised in brand creation, writes Jeremy Bullmore

Here's a story that may or may not be true. But even if it isn't, it contains an important truth.

Just over two thousand years ago, King Hiero II, tyrant of Syracuse, delivered a quantity of gold to his resident goldsmith with instructions that it be turned into a votive crown to be used in a temple. Months later, when the crown was duly delivered, Hiero was distrustful. He suspected the goldsmith of...

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