Branding has been going through a revolution. Over the past few years, branding has been shifting from representing pre-packaged, unapproachable and distant organisations to a more personal and connective state. Today, the expectations of consumers and B2B buyers are becoming more demanding. People want to understand and know everything about a business. They want to know what it is, what it produces, what it values and stands for and what it employs. More importantly, people want to interact more with brands, be able to demand new products and services, and be active in conversations with them. This has meant that brands have had to lose their impersonal, uncommunicative and distant skins.
Read More