In 2009, BlackBerry held 47% of the US smartphone market. In 2014 that figure is less than 1%, both domestically and globally. While critics see BlackBerry as a washed-up brand, the company is trying to making a comeback by focusing on business customers.

Over four iPhones are bought every second. Sprint’s iPhone for Life plan lets Apple fans rent their favourite phone, and get an upgrade whenever a new model comes out. But what impact will it have on brand loyalty, and how does it reflect changing attitudes towards ownership?

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.

As having a strong work ethic is increasingly valued and respected, being hard-working no longer means you’re a geek. On the contrary, it's becoming a preferable lifestyle choice.