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Culture + Brand Strategy
Brand strategy, at its core, is about predicting the future and then making that future a reality.
The outsized benefits of brand live 3, 5, sometimes even 10 years ahead. Brands that pull that future into the present day change users’ consideration sets and bend the will of the market toward their doorstep.
Gone are the highfalutin ideals, goals, and visions that guided corporate social responsibility (CSR) since it became a strategic imperative in the early 2000’s. While initially innovative, it became
Great strategists don’t ask who will win. They ask what the world will look like when the truths of today are false tomorrow.
When markets for premium toilet paper and convenience store wine start to prove themselves, a brand reckoning isn’t far behind. When I arrived in Tokyo’s Nirita International Airport on a
