Pick of the week: Channel 4, 4Creative

Jeremy Lee picks Channel 4’s Grand National spot: "Bravo to 4Creative for another lively, dramatic promo. It’s just a shame that there aren’t more distinctive programmes like this for 4Creative to get stuck into." It was created by Chris Bovill and John Allison, and directed by Keith McCarthy through 4Creative.

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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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