The Evolution of Advertising and Brand Strategy

Advertising is seen as facing challenges, whereas brands themselves remain strong and vital. Shifting the focus from merely advertising to encompassing a broader view of brand strategy highlights various touchpoints, including design and experiential interactions. For instance, the work with British Airways illustrates how brand considerations extend to in-flight entertainment, menu designs, and lounge experiences, emphasizing the emotional and experiential aspects of branding. This perspective encourages agencies to explore the intersections where branding meets logistics and customer expectations.