Cultural relevance
In an age when distrust has permeated culture and the traditional marketing playbook has crumbled, the strategic approach that brands adopt to communicate with their audience has become critical for their progress.
This is especially vital when considering that the dynamic between brands and audiences has transformed radically.
Most brands no longer have the same importance, and neither are they guaranteed to be a source of aspiration and hold value simply because of their legacy.
Those changes have been driven largely by evolving audience expectations: today’s generation defines itself first and foremost with its personal identity, values, passions and int
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