In a world of constant change, brands often struggle to connect with their audience. The ‘zeitgeist’ or defining ‘spirit of the age’ is necessarily an elusive target, yet many companies believe that simply aligning with perceived ‘progressive’ values will secure success. However, as recent examples like Bud Light and Jaguar have shown, this one-size-fits-all approach …
Continue reading “Somewheres and Anywheres: Targeting the New Culture-Tribes”