The Role of Culture and Ambition in Branding

The more we've looked at this, the more we find it comes back to culture. And actually, culture and the cultural element of it is almost like the missing link in effectiveness now. We're increasingly learning about how to invest and what to prioritise. There's still a long way to go. But it's it's the culture piece and how you connect these things up and build that shared vision that is often missing.