Adam Chmielowski
Opinion
09 April 2024
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A good strategist asks ‘where to play and how to win?’. The answer to the first part, increasingly it seems, is in culture. But when thinking about winning, brands can forget to ask ‘what’s in it for culture?’, so their pursuit of cultural relevance can leave them behaving like cultural parasites, argues Adam Chmielowski, Co-founder of Starling Strategy.
