Factors to Consider When Developing a Global Brand for the Audience of the 21st Century

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Flavia Barbat conducts an interview with Sandy Suffield (former art director at Apple) from the London office and Mike Abbink (co-founder of Method) from the New York office. The entire interview includes Wolff Olins and several of its global creative directors and is available in the most recent Premium Issue of Branding Magazine, entitled "Crafting the Brands of the 21st Century."

Here's an excerpt of the interview:  Meet the Global Creative Directors of the 21st Century 

And here's the first question posed to Sandy:

Overall, what do you consider to be the first thing one must take into consideration when developing a brand for the audience of the 21st century?