Capture or create a brand’s personality? When you’re producing a new campaign they’re your options. Although it’s not always possible, I prefer using what’s there, either physically or perception to fabricating something. Your work has more chance of resonating with the public if it feels to authentic, to feel authentic to them it needs to tally with their views of the brand. E.g. If your bank, for so long the sensible, staid pressence in your life starts talking like aRead more