Jenny Naish explores the tricky process of preventing a love story with a brand from reaching a premature conclusion.

“Love is man unfinished”- Samuel Beckett

Whatever the situation, it is society’s nature to make heroes, villains and victims out of the players involved. They are the stock characters in any love story, whether their names are Romeo and Juliet, Cinderella and Prince Charming, or David and Victoria Beckham.

Love stories however, are not the same as love, in that by their very nature they must have an ending, be it happy or sad. The characters always face a series of peaks and troughs before the situation is resolved. Often, it is the revelation of love itself that signals the end. A classic love story tells us that the troubles are over and it is all plain sailing from here.

But love can only truly have an ending through its loss. Romeo and Juliet could illustrate this perfectly. Read more…