How to challenge brand stereotypes

Breaking the branding mould with a bold, fresh approach can be tricky at the best of times. Throw in a conservative sector, or a market stuck in a rut filled with stereotypes and tried and tested formulae, and that challenge is multiplied.

Lazy broad-brush targeting of complex demographics like ‘millennials’ under the guise of innovative design just doesn’t cut it. It takes a combination of a forward-thinking agency and a brave, risk-taking client to find a new approach, and ditch those tired trends.

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Nick Carson

Nick is a content strategist and copywriter. He has worked with world-class agencies including Superunion, Wolff Olins and Vault49 on brand storytelling, tone of voice and verbal strategy for global brands such as Virgin, Pepsi and TikTok. Nick launched the Brand Impact Awards in 2013 while editor of Computer Arts, and remains chair of judges. He's written for Creative Bloq on design and branding matters since the site's launch.