Michel & Augustin is arguably the coolest brand the French food industry has seen for decades. But how did a tiny food company selling shortbread manage to compete with French food industry giants? And what strategy has the brand used to conquer French hearts?

Despite its humble origins in punk music, indie is now huge. From quirky film Juno, which had an indie aesthetic but made over $230 million, to art-house ads commissioned by an ice cream giant, what does indie mean today? And how can big brands successfully tap into it?

At a time when food origins can be easily traced and disputed, brands are increasingly eager to open up and build trust. Honest Tea has a strong commitment to transparency, from their unconventional marketing to their organic products.

Busy parents want quick, healthy options to feed their children, but it can be hard to know what's best for them. Ella's Kitchen has eschewed crowd wisdom, building a baby food brand that’s an authority for parents and kids alike.

One in ten women can’t go a day without using an exfoliating product. Frank is a coffee body scrub born in Australia, with natural credentials and a ‘cheeky personality’ that encourages its fans to post semi-naked selfies. But can it become a hit with Gen Y women worldwide?

Adults are trying to regain something of their childhoods, spurred on by a desire for certainty, creativity and an escape from responsibility. But as ‘Innocent’ discourses become well-trodden, brands are seeking new ways to help them regress.

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.

Contemporary consumers increasingly distrust huge 'faceless' companies. Enter the 'challenger brand': a Robin Hood figure who may not offer the biggest or best, but takes care of their customers and thinks outside the box.