The brand chief at London-based tech group Nothing explains how he plans to take on Apple and Samsung by rejecting marketing formulas and inviting the customer into the boardroom.

Source: [Fortune](https://fortune.com/2026/10/20/nothings-brand-chief-is-fed-up-of-boring-and-generic-smartphone-ads-he-shares-his-marketing-strategy-for-taking-on-samsung-and-apple/)

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