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In today’s fast-paced marketing world, the mantra is that brands must keep up with the rapid pace of cultural changes or risk becoming irrelevant.
While we all tend to agree on this as a core tenet of the work we do, it’s crucial to recognise the inherent risks in this pursuit. Sometimes, moving at the speed of culture implies moving at the speed of change, focusing on the biggest shifts.
But culture is not monolithic. It’s as much about what endures as it is about what transforms. Moving at the speed of culture doesn’t always mean moving at the fastest speed. Ignoring the nuance
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