Brands today are wreaking havoc – and they might not even realise it. Brands are all up on their soapbox, much to the disdain of the crowd. Where once their audience was enraptured, today people scurry past with their ears covered.
The problem is that brands act as if – perhaps even believe – they are entitled to the attention of consumers. This sort of arrogance might have gained the desired cut-through 20 years ago, when TV, radio and billboards ruled the roost, but in an age where most of our attention is spent on a device in our pocket,...