Easter has just been and gone, the chocolate's mostly eaten, and the industry is returning to its favourite pastime: doing the same marketing as everyone else and wondering why it isn't working. So in the spirit of the season, I thought I'd come down from the mountain (well, a Zoom call from my office) with some guidance. Actually, not guidance - commandments . Let us begin. 1. Thou shalt not hide behind thy logo Your logo did not win the instruction; you did. Yet so many a