The Guardian warns of the dangers of not buying its papers

A woman ends up in hospital after deciding to cook her own Paella without the help of The Guardian's cooking supplement, in a tongue-in-cheek ad for the newspaper's "Own the weekend" campaign.

Another execution features a man smashing his TV with a "MegaGlove" he has bought off the internet without consulting the Observer Tech Monthly supplement. 

Brand: The Guardian

Client: Richard Furness, director of brand and engagement, and Toby Hollis, head of marketing and engagement

Agency: BBH

Creatives: Gary McCreadie, Wesley Hawes, Matt Fitch and Mark Lewis

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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