Technology is transforming the way we communicate - whether digitally or IRL, on social media, through mixed reality and with AI. It's a minefield for brands and marketers already under pressure.

To be relevant, brands and companies must dig deeper than traditional demographics and insights to truly understand how culture, identity, politics and policies affect their audiences and their behaviours.

Then, they need to update the traditional marketing funnel to reflect the contemporary customer journey.

In an avalanche of information, product and content delivered to us across multiple platforms and channels, it’s more important than ever that ALL your audiences & especially your consumers have clarity on why your brand, product or service makes sense in their lives.

Your cultural positioning answers the WHY and stays constant, the HOW flexes depending on cultural and societal shifts and the WHERE to connect with them becomes obvious.

Brands and companies need to hold a mirror up to their brand, company, products and services and innovate across the board to be fit for purpose.

It will require a fundamental shift in how the organisation is set up, making an impact on mindsets, behaviours and operations internally – the only option when it comes to modern brands.

Audiences expect more than the product you are trying to sell.

Being visually engaging in the format, language and places of your audiences, whilst also delivering 'meaning' to push things forward beyond your category, in ONLY the way your brand can, is the holy grail on how to stay relevant in today’s world and is essential for a new generation of consumers.