Joss Davidge, Business Director of brand experience agency BEcause, continues his weekly quest for great marketing ideas.

Social media began almost a decade ago but it’s become a far more prominent and important part of most people’s lives than we could have predicted.

'If I look back, I am lost.' Daenerys Targaryen

‘Ish’ is the name for consumers’ ever-growing insistence on freedom and flexibility, from shorter mobile contracts to try-before-you-buy homes.

If you tell me about service and quality and customer focus, you haven't answered my question, because a hundred other brands stand for that. If you are what others are, then there's nothing here to own or protect or build upon.