UP founding member Julian Stubbs presented a branding seminar to the Swedish Chamber of Commerce in Amsterdam. A near record-breaking crowd of 65 people attended the Chamber's seminar in which Stubbs discussed how today's branding is not about B2B or B2C but P2P (People to People).
Introduction: Why this book now?
The world is changing rapidly. Things seem to be converging more and more as our personal lives and work lives become more intermingled. Today, we think nothing of watching a fun video on YouTube at 10 in the morning or answering business emails at 10 at night. This is the picture for many of us who work in service industries. Traditional employment is fast becoming a thing of the past. On the positive side, the cloud and the digital tools we’ve come to take for granted offer us more independence than ever before. We’re discovering that we can take control of our own lives and futures, which is exciting. But there are also downsides to this brave new world.