How to navigate the flux of culture for commerce

WHAT IS THE CULTURE COMPASS?

The Culture Compass is a navigation device for understanding, predicting and hopefully capitalizing on shifts in culture.

Across any number of vectors, culture swings like a pendulum, gaining momentum in one direction before reaching an apogee, only to swing back with…

Despite increased awareness of behavioral economics in the industry, little advertising is shaped by using it. Does the future lies in attention economics instead.

In 2011, Jim Stengel, former CMO of Procter & Gamble, published his book Grow. In it, he analyzed 50 brands with the highest Millward-Brown loyalty scores…

That’s What She Shed

Words are alive and well in the internet age, observes Faris Yakob, and their broader cultural effects are more than ever tied to their ability to break free of their intended contexts and become bigger then the ad — here’s how it worked for these brands.

In 2005 P&G coined the term “first moment of truth” to describe the importance of packaging in their marketing model.

Back in the beforetime, a friend of mine asked me over dinner in London if I knew about the Lyle’s Golden Syrup logo. I did not …

and was surprised…

Faris

Hello! I'm Faris. I'm looking for the awesome. Founder/Genius Steals. Itinerant Strategist//Speaker. Author of Paid Attention.

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