To all the brands who are constantly trying to think about their brand in terms of how you want your consumer to perceive it by spending endless time in trying to dictate what we as your consumers should and should not think about your brand please have a listen to this. It’s is a completely different way but yet so simple if you are willing to change. Please do not spend time thinking on how your website is designed as in the old days. In todays digital age it’more about creating valuable content that is inspiring, usable and relevant. Design is the support to your content – not the other way around. I can promise you this you will not be perceived as a brand that understands digital if the focus is on a one place destination. Your content is like people in an airport – traveling to different destinations with different expectations. Enjoy this short movie that as many others try to explain the shift that has already happened yet so many brands are still not willing to understand.