Brands and culture

Available for over a year

At first it was about creating an image that people could aspire to. Then, in the 2000s, brands started promoting their products based on values. Now marketers have entered the ‘dark mode shift’ where the only aim is to ‘ruthlessly’ make money. So says Eugene Healey, brand strategy consultant. He talks to Adam Fleming about the thought process behind branding and how it has evolved over time.