Enter Project Wild Thing, which was launched last September. How successful is nature as a brand? 'Nobody really knows', David says. For someone who is taking on the immense task of marketing nature to children, he is a remarkably humble man. 'I'm not saying it's changing their lives,' he tells me, 'but it's making them question.'
But luxury or personalised packs aren't always the right move for a brand - especially if you're a fast-food chain. As I look back over the past year, one aberration sticks out more than all others for me; this summer, McDonald's launched a range of luxury burgers in Japan loaded with gourmet toppings such as black truffle sauce and even a chorizo and avocado medley.
The art of vlogging (video-logging) has been a source of revenue for many YouTube stars and fashion brands, due to the mutual benefits it brings to both parties. With YouTube taking 4 billion hours each month of our internet time and ranked the second most visited website, it is no wonder YouTube is advertiser's honey nest.
Social discovery platforms have made marketing more trusted, cost-effective and widespread for the ecommerce industry, as user-generated content (UGC) has proven to be more successful in building brand loyalty that direct marketing done by retailers. In fact, marketing is done every minute, by everyone.
Successful brands do several things well, but from a communications perspective there is one crucial factor. At those key moments when decisions are actually made, a successful brand must make a greater number of people think about buying their product or service compared to the number considering a competitor.
You can choose to see commentary about Sketch to Store as filler content between the headlines and the sport - which it is. But all of those slices of visual propaganda - seen and debated or not - are part of the mechanism which keeps us stuck in the moment, never moving forward. But, mostly spending. Still - who gives a fcuk, right?
When it comes to video production, advertising, marketing and branding there are certain tropes and ideas that tend to get banded around and eventually overused. Much like in the fashion industry when an idea can be so good and so attention grabbing that it will be lifted from obscurity and the alternative into the moronic ubiquity of the mainstream.