Transforming Brands into Cultural icons – Moderated by Robbert Antony Bouman

In today’s commerce, “culture” has emerged as a critical force shaping consumer preferences and brand perceptions. “Culture” has poped up in many keynote presentations and conversations. But still many of us are unclear of what do we mean by it and what does it mean for brands and their future. In this 45mn exchange Gauthier Boche, VP Head of Strategy at Marks will bring you throught the latest update and cultural framework for brands. This talk will delve into why culture is no longer just a backdrop for brands but a driving force that determines their relevance and longevity. As cultural shifts accelerate, brands must evolve beyond traditional marketing tactics to become active participants in the cultural conversation. We will explore how brands can authentically engage with diverse audiences, anticipate cultural trends, and create meaningful connections that resonate on a deeper level. We’ll examine real-world examples of brands that have successfully navigated this landscape and discuss actionable strategies for ensuring your brand remains culturally attuned and resilient in the face of change. Join us to discover how embracing culture as a core element of your brand strategy can transform your brand from a market player to a cultural icon.