Creating desirable brands

Steven Melford

Successful brands are focusing on becoming brands that are determined to improve people's lives on a daily basis.

Creating desirable brands

Steven MelfordClear

Successful brands from Google and Apple to Innocent and Adidas are meaningful and desirable. Steven Melford of Clear outlines six principles in creating a desirable brand.

When two of the world's fiercest marketing rivals and biggest advertising spenders, Procter & Gamble and Unilever, agree on something we'd all better take notice. Led by their respective Marcs, Pritchard and Mathieu, both businesses are embarking on programmes to create brands that make more of a meaningful difference to people's lives. They are moving away from a selling mindset towards a philosophy based around brands with bigger...

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