The growing importance of humanising your brand

In the first of two parts, Ant Cox, executive director of Dragon Rouge, explains why behaving in a more human way is a vital part of building and growing brands.
It’s pretty common when you work in the world of brand strategy and design to hear certain words or phrases again and again – and you know the ones, things like ‘urgent’, ‘jump on a call’ and ‘procurement’. But recently, across a number of clients’ brand projects, I’ve not