Having people who agree with you does not make you right.

The modern consumer is bombarded with brands they can choose from. As a result, consumers filter out most of the brands they see because the human mind simply cannot process all the information it’s exposed to, and it has to take shortcuts.

The true power of generative AI is not in the mass production of broadcast content, but in the ability to hyper-personalize individual assets and pieces of content on a 1:1 or near-1:1 basis.

When an idea is blatantly wrong or flawed, it’s easy to dismiss.

Experimentation guidelines allow you to quickly and safely tackle challenges and capitalize on opportunities, and get closer to your shared vision.

While regular brands exclusively work by imprinting themselves onto the culture (see Advertising may work by cultural imprinting), cultural brands establish a bidirectional relationship with culture: they are simultaneously building and influenced by the culture.