Moving beyond ‘just enough’: How to sense check your cultural strategy

Jenn Chin

Brands need to amp up creativity and innovation to tell brand stories that are authentic and culturally relevant while engaging with peoples’ humanity, and Uncommon Kind’s Jenn Chin shares seven ways to achieve that.

Creating cultural advantage

This article is part of a series of articles from the WARC Guide to creating cultural advantage. Read more

As technology heightens connectivity and a global citizenship mindset, glocal brands have become the norm as brands at either end converge in the middle. Multinationals desire greater local resonance, whilst retaining their global DNA, and local brands desire expansion into global markets, whilst retaining their origin stories. Either way, people are savvier and more sensitive these days, with a baked-in mentality of “what have you done for me lately?”. So for brands to future proof their growth...

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