Travel through Europe looking at new ‘local’ brands made the team at PSFK wonder about modern brands and whether ‘holding companies’ like P&G and Unilever can really last doing business the way they are.

More and more consumers appear to be attracted to ‘real’ brands – brands with soul, history and substance – brands like Innocent Drinks or Method soap. These brands live because they reflect the values of the management and staff and the transparency generated by the web helps fuel the love of them.

PREMIUM SUBSCRIPTION CONTENT
This content is available for Premium Subscribers only.
Already a subscriber? Log in