W+K’s Marcus Collins on culture's influence on what and why we buy
On Strategy Showcase
What Does the Brand Mean?
What does it mean to be a brand rooted in culture? Literally, what does that mean? If I buy into this thesis and I want to execute it for my brand, what does it require me to do? It requires first identifying what does the brand mean? Now, here's what things get dicey because if we as a marketer don't signal brand in a salient way signal meaning.
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