Latest Thinking

We’re passionate in our exploration of meaning and change, across global cultures and any category you could think of. Here are just some of the topics we’re currently working on…

Branding, Industry

Driving Cultural Relevance: ‘Staying Relevant’

Is ‘Staying Relevant’ For New Consumers A Contradiction in Terms?   Brands, advertisers and innovators…

Asia, Branding, Industry

Driving Cultural Relevance: Translating Values Locally

Our interconnected world, in which brands need to appeal to several regions simultaneously, has made…

Branding, Industry, Society

Driving Cultural Relevance: Missing The Mark In New Markets

It’s an issue most brands experience: when entering a new market, there’s a fair amount…

Industry, Society, Technology

Switching on the Dark: Why Dark Mode is taking over our lives

At the time of writing, the tech press is buzzing about Google Search testing a…

Asia, China

Staying relevant in the Chinese New (Normal) Year

For the second year in a row, Chinese New Year is a muted affair. This…

Branding, Society, Sustainability

Driving Cultural Relevance: Owning Your Sustainability Strategy

Sustainability and mitigation of the climate crisis present a challenge to brands. In practical terms,…