Creating cultural advantage: How to leverage global shifts in culture

Alex Haigh, Domonique Touchad, Laurence Lim and Rica Facundo

WARC Talks, Webinar, February 2024

Summary

This WARC Guide to Creating Cultural Advantage roundtable webinar unravels the intricacies of cultural advantage in today's marketing landscape.
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As Western-led globalisation stalls, brands have to navigate a multipolar world that requires a more fluid and flexible approach to marketing.
Cultural relevance is a growth lever for establishing “meaningful difference”, especially as localisation is becoming a key criterion for gaining trust.
To navigate polarisation, brands must be clear and steadfast in their values but move beyond surface-level understanding of their consumers.
Brands with cultural advantage can thoughtfully counter reputational risks and authentically resonate with audiences to grow.

Topics

Presented by

Alex Haigh, Managing Director, Asia Pacific, Brand Finance

Domonique Touchad, Director of Marketing And Business Development, Shokunin Marketing

Laurence Lim, Founder & Managing Director, Cherry Blossoms Intercultural Branding

Presented by

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