cultural strategy

Culture brands don’t typically win by being better. They win by moving the goalposts for everyone around them. You should always be aiming to change the larger playing field.

Bill Bernbach, founder of advertising agency DDB, reminds us that it is not enough to be right — you must also be compelling:

"A dull truth will not be looked at. An exciting lie will. That is what good, sincere people must understand. They must make their truth exciting and new, or their good works will be born dead."