The world is changing faster than ever and cultures are constantly evolving. Marketers strive to create unified global brands with common themes and symbology, yet often these themes do not resonate as effectively across different cultures.
Illuminating the truths of the cultural context enables brands to create irresistible campaigns that chime with consumers. Brand narratives need to keep up with the times and contemporise in order to create meaningful engagement with consumers. Contemporised brands are able to stay relevant, visible and influential.
In this webcast, Irene Joshy, Regional Qualitative Director, Kantar, Insights Division, looks at culture through the layers of consumer needs, and explores how understanding this context provides deeper insight into building an irresistible brand.
You can watch the webcast recording here.