It's what's on the inside that counts: A heart-to-heart model of brand building in the digital age

Celia Garforth
JWT Australia

The Admap Prize 2014

This essay was Commended by The Admap Prize 2014 judges.
For more information visit the Prize page.

As consumers are exposed to thousands of brand touchpoints every day, so their intolerance, impatience and indifference grows. Brands that 'win' are built with a purpose at the heart of their strategy.

According to George Orwell, 'restating the obvious is the first duty of intelligent men'. So, to start with the apparently obvious, I'd like to clarify just what we mean by a 'brand'.