Navigating business, culture and politics: How brands can connect with consumers

Nick Hope

In a multipolar world with geopolitical and economic divisions, Edelman’s Nick Hope ponders on what it means to be a global brand and how to connect with audiences within and across markets.

Creating cultural advantage

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

Towards the end of the last century, globalisation looked as though it was on a one-way march. The post-WWII “rules-based order” and the fall of the Berlin Wall led some to believe that the dominance of the US and the West was assured.

Fast forward to today and we are not witnessing the “end of history” and dominance of liberal democracy that was predicted a few decades ago. Far from it.

We find ourselves in a multipolar...

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