We are delighted to announce that Paul Gaskell, brand strategist and category growth expert at The Value Engineers, has been published in this month’s edition of Admap. In his two page article called ‘Brand Ethics: Ethical Businesses and Business Ethics’, Paul argues that the ethics on which brands are built need to be ingrained in the business if the brand proposition is to be credible to consumers. As well as discussing what mainstream brands can learn from ethical businesses, Paul brings his thinking to life by using case studies from Disney, Toyota, John Lewis and the Co-op amongst others.

You can read the full article online here.

We are delighted to announce that our director of branding Giles Lury has been published in this month’s Admap publication. In his two page article called ‘Probe deeper than in-depth’, Giles argues that the current focus in insight identification is in danger of becoming one-dimensional and puts forward a range of tools and techniques to help overcome this.

You can view the paper here online.