Cultural change can happen quickly. While some organizations are good at responding to sudden changes, others may be less adaptive and miss new opportunities. According to global media executive, author and Columbia University lecturer Kai D. Wright, culturally fluent brands – those that understand and embrace diverse audiences – are much better at leveraging change when promoting products,…
The rise of global, instantaneous communication via digital platforms and devices has created uncertainty for once untouchable corporate brands. On one hand, the sheer volume of digital advertising and information makes it harder for brands to capture and sustain public attention. At the same time, brands thrust into the spotlight for negative reasons – such…
How do brands successfully market and sell products and services? Historically, the answer may have been to explain to consumers why your offerings are better than those of competitors. But in an era of social media, consumer activism and the triumph of “feeling,” says marketing expert Kai D. Wright, it’s no longer enough. People don’t just…
