Building a brand identity is a multi-disciplinary strategic effort, and every element needs to support the overall message and business goals. It can include a company's name, logo, and design; its style and the tone of its copy; the look and composition of its products; and, of course, its social media presence.

An advertorial is a marketing piece designed to look and read like an informative article – in fact, it should be an informative article. Topped by a headline that’s provocative or compelling to its intended audience, this article engages readers more than an ordinary ad nested among other ordinary ads.

A clear marketing strategy should revolve around the company’s value proposition, which communicates to consumers what the company stands for, how it operates, and why it deserves their business.

What other media platform commands your attention and your lifestyle? You don’t just watch TV, you arrange your living room around it, and plan your activities around its schedule. With shows such as Love Island, I’m a Celebrity and This Morning becoming somewhat ritual watching, it remains a huge part of our culture.