The Layered Experience of Culture

The one common thread that has intrinsically connected and driven my professional career is that of ‘culture’. But, ‘culture’ is a big, fat, potent, subjective word that can light a fire, coalesce people or worse, divide them. Looking at ‘culture’ through a layered lens helps people process the world around them and find ways to apply this thinking to brand building. This helps unlock that elusive ‘relevance’ that brands need but find hard to achieve. This layered view also helps break down exactly where the triggers and opportunities lie.

Over the summer, I’m going to deconstruct these layers and paint a picture of what they symbolize, how they connect and why this matters to brands. ‘Culture’ bridges the gap from wide-reaching cultural context to personal intrinsic motivations. Yes, culture lives on spread sheets but, I’m not talking short term thinking here. Instead, I hope to inform longer term thinking and help truly effect change.