W+K’s Marcus Collins on culture's influence on what and why we buy
On Strategy Showcase
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The Gift in the Curse
In 2012, thirst meant something different than it did 20 years ago. The language of the community had shifted. Without understanding how meaning changes, then we find ourselves out of sync with culture. So that's the gift in the curse. In the curse, there's no force more influential to behavior than culture.
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