Of course, insights and narratives are where everyone is going today. But what is the best gateway to getting there? And why is this significant today. As Bob Dylan said in “The Times They Are a-Changin”... “the slow one now will later be last.”

These last months have resulted in significant cross category behavioral changes. Particularly as it relates to established brand equities in legacy brands versus digital challenger brands. Many of these are direct-to-consumer startups. These fast and smart marketers have taken advantage of these challenging and unsettled times with transparency as it relates to trust claims, forgiveness (free shipping and returns), pay later options, and strong personal guarantees and customer reviews.

Cultural mapping fine tunes the strategic brief/direction for the creative and media teams.

Doing this at the outset shortens the process and ensures client participation and agreement. Why wait for this to come up later? It’s costly and inefficient. Move with the times now.

What specific refinements does cultural mapping bring?

For openers, Generational Resonance:

What traditional audience values have changed for your key targets, and why?
What’s their meaningful sense of purpose today?
What are the emotional lift factors involved, in this change?
What’s their shareabilty and the right lexicons to utilize for persuasive purchase decisions?

All the more meaningful as we enter the Emergence phase.

These are proprietary information areas we have been discussing with clients in our Culture Reset Platform over these last few months. They bring out the entrepreneurial spirit in everyone and create the proper alignment and success criteria for meaningful partnership.

Thanks for inspiring us Bob.