Richmond, Saatchi & Saatchi

Ben Hall doesn’t find the Richmond sausages spot a sizzler: "If only bringing peace to a family meal was as easy as whacking a briefcase full of sausages on to the table and releasing a dove into the kitchen. The ad aims for quirkiness but falls short, and no amount of bangers or pan-piped Wet Wet Wet can fix that."

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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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