Fads, Trends, and Being Relevant Over the Long Haul

Staying on top of social and cultural change is difficult. It requires thoughtful observation, reflection, and the ability to connect dots that may go unnoticed in many cases. Similarly, being able to distinguish a trend from a short-lived fit of social interest can make the difference between a meaningful campaign or marketing platform, and a […]

Translating culture and opening markets

Success translates well into narrative. Who hasn’t heard those wonderful stories of marketing campaigns gone astray when introduced into a global setting? Remember when Puffs tissue started marketing their tissues in Germany and it didn’t do so well because “Puff” means “brothel” in German?  Or when Bacardi launched a fruit drink named Pavian in France […]

What Subcultures and Fashion Teach Businesses

Fashion and style are things that we often dismiss as frivolous, but in truth they are foundational to the structure of a society and tell us volumes about the underlying culture, or subculture, of a population.  We often forget that appearances are outward expressions of deeper internal truths.  This is particularly true of subcultures.  Interestingly, […]