How do you help people feel more secure about a brand, without making that brand seem boring?
This is a question often asked by marketers in many different categories. These categories tend either to be burdened by regulatory obligations, or are perceived as potentially unsafe. It's also a question that has become more acute for a marketing industry that has become ever more focused on products and experiences, as well as communications: these days, an agency planner may be asked to think about a user journey for a banking app, or a travel experience, along with a bank or airline's...