You can have a lot of fun with a new brand. The canvas is brilliant white; there are no blemishes, no scars, nor any expectations. So you'd think. The fact is that the minute a brand is born it takes on an identity. In the case of a brand like Smart, where image is everything, it has to be nourished, but most importantly kept fresh, because this is precisely the essence of the brand, argues Nargess Shahmanesh-Banks.
展开▼
