Brands really do have the potential to evolve. Those brands that get it right over the next 10 years will pull away from the primordial pack, from the push messaging of boiler room marketeers. "Sell! Sell! Sell!" is not the future of branding.
My current position is as head chef of Roux at Parliament Square, owned by the legendary Chef Michel Roux Jnr who by his own admission was "born in the kitchen". My own background couldn't be more different.