Brand Channels observation of the recent Consumer Electronics Show highlighted the abundance of tech driven ‘because we can products’ showcased compared to much fewer ‘needs based’ innovations on display, suggesting a heavy focus on electronics and show and much less on consumer.

In a recent Admap article by the Magnetic Collective, the challenge of building brand loyalty in today’s world of ever expanding brand choice was discussed. “… most importantly, brand builders and stewards need to focus on building a brand that has worth, that in some way adds value to people’s lives”.