The article is written by Sherwood MacVeigh, Director, Senior Brand Strategist Hyperquake

My relationship with my eye cream is over.

I loved my eye cream; I used it faithfully for years, every morning and night. But those days are history; I am breaking up with my brand. To paraphrase a country superstar’s current hit song, my brand and I “are never, ever getting back together.” Why?  This brand just isn’t working for me anymore. I’ve changed; it hasn’t.

You are welcome to share your thoughts on this article written by Max Spiegelberg, Brand Director at Bloom

The saturation of markets, congestion of media and maturity of consumer understanding of brands has steered marketing practice in recent years beyond ‘image branding’ towards ‘relationship branding’.  Loyalty is no longer simply won through passive respect. Consumers demand more.

Last weekend saw one of the most creative but bizarre ‘space’ initiatives with the opening of the Cake Britain—Mad Artist’s Tea Party exhibition—the world’s first entirely edible art exhibition (at the London Future Gallery) sponsored by Tate & Lyle Sugars to promote their switch to Fairtrade.  And, in Berlin, at the Bread & Butter Fair Diesel created one of its best spaces to date with a fun beach’n’cinema studio dome presenting apparel, jeans, footwear and vibrant accessories with a specifically created event motto of ‘BE STUPID!’…