Alex Smith
Opinion
13 June 2016
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What is it that connects the great brands of the internet age? The brands that are constantly referenced by marketers as benchmarks of performance. The inspirational usual suspects from Red Bull, to Apple, to Google, and beyond. What is the behaviour they all share - no matter their market or position in it - that allows them to capture public imagination and escape cynicism and indifference?
About Alex Smith
Alex Smith is Planning Director at Sense London and a founding partner of Basic Arts, a new form of agency that creates brands through internal change rather than just external communications.