The future of brands is as much about the creativity and relevance of the communication as it is about the uniqueness of the brand’s value to the customer. This may be glaringly obvious to agencies, and let’s not forget the customers’ view too.....

Before we hit the ‘Big Bang!’ of the boom years egotist were conspicuous by their consumption of status brands. Everything from flash cars to cool cribs, bling and Cristal, American Express Black Cards and designer throw-aways were cool, hip and very much IYF (in-your-face). Elitist? Certainly. Class? Some may say so.