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.

With its latest press ad, M&S is upping the battle for Middle England. However  in the light of all the recent positive press for the John Lewis campaign, it could be said that while John Lewis are playing to their heartland and heritage, M&S seems to be playing it for cheap laughs.