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Ripping up the rulebook: why brands must stop playing safe
By Simon Massey2025-10-08T15:10:00
Categories are full of codes – patterns so ingrained most brands are afraid to break them. But to be noticed you have to be brave enough to stand out, says Simon Massey, co-founder at Neverland
Supermarket shelves are drowning in sameness. Water is minimalist and mountainous; smoothies are green and good for you; chocolate is sensual, always rectangular bars with evenly spaced chunks.
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