According to the world of online dating, coming across as an arse to some can make others love you more. If having haters makes those who like you like you all the more, does the same psychology apply to our relationships with brands? And does it actually pay for a brand to rub part of its audience up the wrong way?

The period immediately after the 2016 presidential election has seen a flurry of reports and think pieces analysing what exactly led to Donald Trump’s triumph. At the heart of these discussions is the ‘alt-right’, but who are the people behind this group? What do they believe and why do they believe it?

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.

Would-be president Donald Trump might think of himself as an astute businessman, but when he described Mexican immigrants as drug dealers and rapists he wasn’t just being racist, but fiscally reckless. A string of Latino businesses have cut ties with the billionaire magnate in response.