- At a time of fast-changing competition and shifting consumer expectations, the role and purpose of brands have already come under close scrutiny.
- The challenge for brands today is to create meaning for people: beyond categories, goods, services and beyond the brand by delivering cultural value.
- Lush created cultural value for its audience by contributing to and pushing the boundaries of a cultural conversation they care deeply about.
- In order to succeed brands must learn to enable and facilitate, to embrace aspects of wider culture that resonate most with their audience and chime with their own brand values...
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