More than five billion people have access to the Internet. It’s noisy! It’s hard to get noticed. Brewdog, the brand we love to hate, is a great example of what messaging in 2022 should look like if you want to overcome this.

People hate being criticised. But sometimes you can use other peoples’ criticism of you to your advantage. Read how The Guardian pulled this tactic off triumphantly when they were attacked by a senior politician.