We speak to Emotional Branding expert Marc Gobé about the most striking differences between the American and French markets in terms of consumption habits, brand identity and strategy.

While many brands thrive on the traditional notion of being personable and attainable, others flourish by being 'faceless'. But from Maison Martin Margiela’s undisclosed designers to Muji’s minimalist homeware, how are these anonymous brands faring in the age of the overshare?

Can bad customers be fired so as to encourage and consolidate a brand's core customer base? According to Alamo cinemas, which publicly shamed a less-affable customer they wanted to dissociate their brand from, the answer is 'Yes'.

Digitisation is helping brands and their customers communicate, forming narratives and relationships. Whether it's Netflix taking its viewers to prom, or Anchorman's Ron Burgundy reading the regional news, brands are manifesting in the real world, disguised as human beings.