BRAND INNOVATION SYSTEM

We’re living in a time of radical transformation where brands, business leaders, and marketers need to innovate across the board just to survive, let alone thrive. Cultural, creative and brand breakthroughs have never come from precedent. They come from people, places and behaviours that haven’t yet registered as Big Data.

Emerging cultural movements and/or new expressions within established cultural territories and/or grassroots and DIY initiatives and artists and collectives experimenting with technology and creativity is where the magic happens. These directly impact new media models, new shopping behaviours and is where new cultural rituals, creativity codes and practices are formed.

Culture has always moved this way, newness bubbling up in response to the mainstream, disrupting it, interrupting it, breaking formulas at the emergent stage of the Cultural Pipeline. This where big brands have an important role to play in adding value to and investing in that culture, in readiness to be credibly embedded at the mainstream stage.

The Cultural Reset is a dual intervention: our brand innovation system and a team accelerator, created to (re)connect teams to each other and the lived cultural territory of the brand. It is designed to strengthen how teams think, decide and operate together and to accelerate breaking category norms and formulae, feeding both your cultural positioning and The Cultural Pipeline.

As always, it is co-curated with our long term global network of cultural voices and communities, is focused on what's next in the emerging culture phase of the Cultural Pipeline. The work is designed to support team break category norms and formulae through authentic identification of emerging or new rituals, behaviours, codes and signals relevant for the brand. These brand relevant reflections and actionable cultural positioning and activity mapping that can be directly imputed early into existing business and brand strategy, innovation and communication workstream.

This is not about chasing trends, it's about building relevance that lasts.