"The New Brand Spirit - How Communicating Sustainability Builds Brands, Reputations and Profits" by Christian Conrad and Marjorie Ellis Thompson

It was a special honour to have Annette Ettorre with us at the launch event for “The New Brand Spirit” on November 20^th in London. Annette’s late husband Paolo Ettorre was Chairman of Saatchi & Saatchi Europe and a major inspiration as well as mentor and good friend to...

I read recently that Samsung wants to become a love brand. That is a good and laudable intention. But can you force someone to love you? You cannot force or just coerce another person to truly love you. While you may be able to manipulate someone for a while to fall in...