In uneasy times, the most powerful thing a brand can do is to define its place, value and opinions in the world. That way, everyone knows where they stand.
It’s happened to Doc Martins, Burberry and others over the years: groups turned their brand into a symbol of something the brand itself did not believe or endorse.
Can the same brand take two quite different positions? Yes. And no.
How do we recognise a brand? What do consumers see, and how different is that from the ways brands are structured?