At this years PSFK Conference NYC, I moderated the panel ‘Brand New Rules’, a discussion about whether new rules are needed to govern the behavior of brands in a world increasingly defined by changing social, cultural, technological and economic forces.

Which got me thinking. Hasn’t it always been the role of brands to break rules and create new ones?

And doesn’t that come from brand strategy ideas that create change in culture?

Is ‘new’ just another way of saying ‘good’?

I think we’d all agree that there’s no shortage of good creative thinking in our industry. So why is it often difficult to make good ideas happen?

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