Nimi Raja Strategy & Development Partner at Rankin Creative chats to Creative Brief about why it’s harder for brands to earn the right to people’s attention, as there’s an inherent lack of trust from the moment people assume they are being sold something. So how do brands stand out in a world where pay-to-play doesn’t work anymore? 

What’s the “rule book” - is there one?  Ironically, to define its future, we must first learn from the past: this means going back to the basics of brand building. Secondly, we must learn from the present: how do those influential people manage to still earn a space in our lives at a point in time when social media allows much closer proximity than ever before?