Iconic brands stand for something. They stand out. In a world where sameness is the default, boldness is the differentiator stealing share
Everywhere you look
things are beginning
to blur
into a world of sameness
Not long ago, brands shaped culture
now
most
just
chase
it
Iconic brands stood for big, timeless ideas that led conversation, lasted and shaped culture
Now, too many brands design for metrics, optimize for reach and attempt to please everyone
Brand differentiation is at a 20 year low
In the past decade, 75% of iconic global brands have lost distinction, leading to an estimated $3 trillion in lost revenue
In a world where sameness is the default, boldness is the differentiator stealing share
Their difference keeps them relevant today, and growing tomorrow
Their boldness isn’t a blind bet, what looks like risk is calculated and deliberate. Culture-shaping brands de-risk with capability systems that operate across three levels
Timeless meaning
Brand foundations, articulated consistently to build equity and memory structures
Timely expression
Capabilities to ensure agility and hyper-relevance amongst the noise
Multiplying forces
Mechanics, partnerships and creative devices that deliver award-winning strategy
Culture 360 is Synthesis’ operating system combining depth, data, and direction, connecting what culture means with how your brand acts
Cadbury: Made To Share
Maltesers: Motherlover
Procter & Gamble: The Talk
Burger King: Bundles of Joy
Culture360 turns timeless cultural signals into strong brand foundations and positioning strategy
It layers timely fast culture signals to help brands act with confidence and relevance
Synthesis brings together sharp minds and strong perspectives in cultural capabilities and cultural intelligence, to push thinking, and brands, forward.
At the iconic National Gallery in London on 12 November 2025. We're at capacity for this event, leave your details to join the waitlist.
Be the first to know about our upcoming New York salon in 2026
Be the first to know about our upcoming Singapore salon in 2026
