Follow The Culture: How Brands Can Escape 'Blandification'


Last month, IPG agency FutureBrand released “The FutureBrand Consumer Index,” its inaugural report examining consumer perceptions of 100 top brands  across attributes including mission, innovation, indispensability, consistency, and personality -- with Gerber, Tide, and Gatorade taking the top three spots.

The report -- which found Dr Pepper ranked 41st, …

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