Digitisation is helping brands and their customers communicate, forming narratives and relationships. Whether it's Netflix taking its viewers to prom, orAnchorman's Ron Burgundy reading the regional news, brands are manifesting in the real world, disguised as human beings.

Contemporary consumers increasingly distrust huge 'faceless' companies. Enter the 'challenger brand': a Robin Hood figure who may not offer the biggest or best, but takes care of their customers and thinks outside the box.

As people grow accustomed to new levels of convenience, there’s an increasing demand for brands to stamp out the little irritations. Author and thinker Adam Morgan explains how the modern challenger brand finds its footing.

American Express is synonymous with privilege and luxury – so its latest venture may seem surprising. Its Bluebird Bank helps Americans let down by traditional banking, who may not even have a bank account. What's driving the makers of the Black Card to bank the unbanked?