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Kleenex Mansize Rebrand : led by a vocal minority or showing genuine social concern?

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Start-up is over

So often business owners focus on building sales and meeting their growth ambitions that they do not have time to bring their brand on the journey. Then stop and take stock.

Staying loyal to brands

This is not just cold, objective decision making nor is it purely about emotive feelings; it is both. Our buy-in comes when a brand delivers what we want, meets our needs but to stay with a brand we have to go beyond the product and be happy, proud or connected in some emotional way to that brand.

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Brand storytelling

From a psychological perspective, stories are a fundamental way in which the brain organises information - in a practical and memorable manner. In other words, we are conditioned to processing stories in a natural way that promotional marketing does not achieve.