Disposable work leads to disposable brands.

Monocle Magazine changed the idea of what a magazine was. Disposable. We goto newsstands, pick up a mag, it lays about our pad in Rabat, comes with us to the office in WanChai, we pull it out for a quick read on the Tube, we bury our face in it in the Swiss Senator Lounge in Geneva to escape unwanted interactions. And when we're done, we toss it away. Sayonara!