Brand Storytelling and Positioning

The looseness or tightness of a culture in a category is tied to its norms, or lack thereof . Simply having an abundance of choices doesn’t mean the category is loose. What matters is whether among those choices there are clear, culturally agreed-upon rules and guideposts that help people consistently move forward with confidence.

For brands who find themselves in a culture of Exploration, the goal should be to usher their users into a culture of Transformation by creating certainty in the market.

In a high optimism, high risk environment like this, people need to be instilled with confidence to move forward.