BRAND INNOVATION SYSTEM
Cultural, creative and brand breakthroughs have never come from precedent. And cultural authority has never been built at the campaign level. It starts at the emerging stage of the Cultural Pipeline from people, places and behaviours that haven't yet registered as big data.
Culture has always moved this way, emerging cultural movements and new expressions within established cultural territories bubbling up in response to the mainstream, disrupting it, interrupting it, breaking formulas through experimenting with technology and creativity. This is where new cultural rituals, creativity codes and practices are formed. These directly impact media models, product innovation and shopping behaviours that will eventually become mainstream.
The Cultural Reset is designed for the teams that need to get there first, The outcome: formula-breaking work that sets the brand up to show up credibly as culture moves to mainstream. Ideal for marketing, go-to-market and innovation teams expected to move at cultural pace and break formulae and category norms.
For Corporate Brands, inside The Corporate Algorithm that resists it. For Challenger Brands when the Cultural Relevance they've earned is under pressure from scaling, from acquisition, from The Corporate Algorithm. And for Cultural Brands when the cultural territory they came from is shifting and they need to stay embedded in it, not just associated with it.
This is how brands begin building the cultural relevance that compounds into cultural authority - in how the team decides and builds, rather than sitting in a deck as inspiration and aspiration.
IMMERSE IN REAL WORLD CULTURE
Curated immersions in global hubs and/or in your priority cities from London to Lagos, São Paulo to Seoul, Milan to Mumbai or Cape Town to Copenhagen. There are real world field trips, cultural deep dives and live encounters in the places and communities your brand needs to understand.
This immersion is designed to place marketing, innovation and creative teams inside real cultural contexts and territories, communities and behaviours in those cultures the brands seek to earn relevance with.
EMBEDDED ADVISORY
The clarity that comes from immersion only holds if the system evolves with it. Leila Fataar remains embedded as a Culture advisor following the immersion — sharing ongoing cultural intelligence as culture moves, and supporting the operational shifts needed to ensure what was learned actually changes how the team decides and builds.
BREAK THE FORMULA
We deliver fast-turnaround proof of concept projects - tangible test-and-learn work that provides real-world evidence and the credibility needed to defend the work internally...and scale credibly externally.