The world of branding demands a counterculture movement

Spurred by digital transformation and the industry’s obsession with seamlessness, branding and brand experiences have grown entirely boring, argues Wayne Deakin, Global Principal at Wolff Olins. It's high time to shake things up and ditch the minimalism for something more real.

In recent article for The Drum, Wayne explores the demand for a counterculture movement in the world of branding. Check it out here.