What brand strategists can learn from filmmakers: Nike, Marvel superheroes, and the duct-taped banana.

Maurizio Cattelan’s $120,000 banana

We are in an era where the consumer proposition has changed from ‘What can I buy?’ to ‘What can I achieve?’

Companies now need to respond to a more considerate and considered consumer mindset. The shape and sound of our world is changing (circles of people to rectangles, and by rectangles, I…