We’re still talking about being ‘good’ and, ergo, wanting to do ‘good’. But what is the definition of goodness? It now seems that the goodness remit is so wide, how do we know if we are really doing good? The design news week on week is full of ‘good’ brand initiatives and campaigns: Coca-Cola’s Replenish Africa Initiative (RAIN) “Water for Schools” and the Avon Foundations donation to the Fund for Global Womens’ Leadership to name just two featured this week…

Are you living a lifestyle – or your life? In general, and even in just the past 3-4 years, there has been a massive shift in our aspirations and, ergo, brands are now having to re-think their offer. Lifestyle branding is no longer prescribing (as previously) lifestyle on a mass scale but is rather moving to a new evolution of — and design of — what we are terming ‘living brands’ with a re-focus of aspiration around ‘real life’ lifestyles.