The rapidly evolving role brands are expected to play in culture is a reflection of growing consumer awareness and our shifting economy. Understanding culture’s relationship to commerce, brands, and consumers is increasingly top of mind for many business leaders, but in practice, only a few organizations have embraced understanding this relationship as a means to further their brand’s business objectives. In this seminar, we will discuss why “culture” is the new most misunderstood buzzword in business and branding, and why understanding culture and cultural dynamics is essential for brands navigating increasingly competitive and adaptive markets.

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