Branding, Industry

Driving Cultural Relevance: Is ‘Staying Relevant’ For New Consumers A Contradiction in Terms?

Brands, advertisers and innovators often think of themselves as operating within a landscape made up…

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…

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,…

Branding, Society

Driving Cultural Relevance: Reimagining A Core Brand Idea

Branding means reaching out of the core functionality of your category and product, to embrace…

Branding, Gen Z, Society

Starbucks vs the Cynics

One of our Directors Al Deakin takes a look at Starbucks’ latest TV spot #whatsyourname,…