1. Your website is never ‘finished’. Keep evolving the functions and keep content fresh. If it is not responsive, make sure you don’t enter 2016 with a desktop-only site.

2. Premium consumer brands can no longer use ‘Luxury’ as a descriptor as it has been claimed by the mid-market. You need to convey your status in more subtle ways.

3. Professional service brands and B2B need to be braver in telling their unique story to convey their sense of relevance. It’s a noisy world out there and you need to be remembered to be in with a chance to secure a new client or contract.

4. If you are planning email campaigns make sure you have great design and robust technology behind you to maximise the opportunities. And, if you are no big fan of receiving sales emails either, consider other alternatives.