Tim Jones, Executive Strategy Director at 72andSunny walks us through some of the most interesting trends in advertising today. “There is almost no meaningful differentiation between products. They’re all good. Therefore it has to come from the brand,” says Jones. It’s more of an intangible value. Moreover, brands are now concerned about what their consumers value, what makes them think something is worth paying for. And that’s where the social good impact comes in. That’s where value is being attached too.