Top tips for future-proofing your brand

Published: 3-Feb-2015

You need to be either a ‘challenger’ or an ‘icon’, argues Sarah Cattle

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Sarah Cattle is Creative Director at Pearlfisher

‘Challengers’ and ‘icons’ are the most loved types of brands. Challengers change the future with big ideas that drive culture and categories forward. Icons are experts at nurturing their specialness and meaning.

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