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
Culture Shapers brings together small, carefully curated groups of senior brand and culture leaders for dinner and debate. Each Salon explores how iconic brands stand tall in an age of flattening culture.
Join us for dinner at the Synthesis Creative House for an immersive dining experience on Wednesday, 28th Jan and Wednesday, 4th Feb. By invite only, register your interest.
The Chicago Culture Shapers Salon will be hosted at Alinea on Thursday 5 March.
Alinea’s philosophy mirrors the themes we’ll explore on the night, for example: disrupting the senses, designing rituals of participation, creating depth in a shallow world, and using surprise, craftsmanship and imperfection to provoke emotional response.
Over 10 courses, we’ll exchange perspectives, discuss best-in-class brand creative and the latest data, and explore how these Cultural Multipliers are shaping brands that achieve resonance. By invite only, extremely limited seating, register interest early.
The New York Culture Shapers Salon will be hosted at Crown Shy on Wed 11 March.
Over a delicious multi-sensory dinner, we’ll ground our conversation in the latest culture data, discuss best-in-class brand creative, and explore how Cultural Multipliers shape brands that truly resonate.
Be the first to know about our upcoming London event to launch Season 2 of Culture Shapers.
