Plus ça change, plus c'est la même chose - The more things change, the more they stay the same

This article argues that storytelling should be the focus of brand building, with different media used for different parts of the story.

Plus ça change, plus c'est la même chose - The more things change, the more they stay the same

Antonis KocheilasOgilvy Chicago

I am hoping that the answer to the question How Brands Are Built in the Digital Age?will sound sexier in French. Because in English it sounds like the advice I spew out to my daughter over dinner; it's correct, but it is basically a repetition of what my father was telling me 20 years ago. The problem with our industry is that we tend to answer this question the same way we tend to pitch...

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