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Thoughts on branding, creativity and the work shaping modern brands.

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A content calendar can organise output. It cannot tell a team what the brand should sound like.

Creativity gets noticed. Consistency gets remembered. The strongest brands earn the first by committing to the second.

Brands that travel well are not the ones that change least. They are the ones clearest about what must never change.

Targeting and bidding are now widely automated. The creative is where most of the difference in results is made.

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