Serena Jacob
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How to stay relevant as cultures evolve
While broad archetypes are handy as mental shortcuts, brands must keep pace with changing cultural symbols and nuances to form a deeper connection with people—and avoid looking foolish.
Maximising the moment
Marketers should take a moment to better explore moments in their customers' day. Doing so can provide inspiration and innovation, explains Kantar TNS' Serena Jacob.
The context of culture: Be aware of local nuances
Although global culture is more homogenous than ever, failure to appreciate local customs, values and even physical gestures can still have a detrimental impact on sales.
The great youth social-media migration
One never knows where fickle Millennials might take their social-media interaction next.
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