Building a brand today takes more than trying to secure a positioning in the minds of consumers with a shock n’ awe campaign of interruptive broadcast advertising.

Today’s brand builders understand that their brand’s positioning needs to work a hell of a lot harder. It should inform a brand idea which will produce the rocket fuel to power a competitor-beating customer experience.

And when it all comes together, it’s a thing a beauty. The brand appears to have a magnetic, almost magical, attraction. It effortlessly attracts attention, interest, customers, loyalty and advocacy; it appears to have gravity.