Thoughts

  • Lifestyle_500x408

    Bob Sheard, Co-Founder at FreshBritain, examines why Lifestyle remains a key ploy which brands continue to favour and asks whether they need to find new ways to connect with consumers as the pace of their dialogue quickens and becomes more complex. For years brands have attached a large slice of life to what they do in order to contextualise it. [...]

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  • Collaboration_2_500x408

    FreshBritain Co-Founder Bob Sheard looks at how brands can stay relevant while coping with the constant demands of an ever-evolving consumer. One method to achieve this is working with brands of a different shape, focus and profile. Here’s what Bob thinks about collaborations. At the moment collaborations are a default position for brands that have nothing to say or have [...]

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  • Before Boston, people ran marathons not to win but to experience something, now the simple act of running will be an act of victory.

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  • WomenV2

    ISPO Munich, The world’s largest trade show for Sports and Outdoor goods is over for another 12 months. So where are the opportunities? Picture a man stood atop a snowy peak conquering the mountain and you have covered about 90% of all outdoor brand communication. We think there are still three major consumer opportunities that seem to be slipping off [...]

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