When Every Brand Bends It Like Beckham, Who Stands Out?
This summer, David Beckham is appearing in campaigns for Nespresso, Ninja, Pepsi, Walkers, Adidas, Boss, Stella Artois, and Bank of America. Neil Bennett, Chief Strategy Officer at The Behaviours Agency, argues the collective effect is eroding the individual value each brand thinks it is buying. He calls out three problems:Problem 1: Confusing attribution. When the same face appears across multipl
July 7, 2026