The WARC Guide to creating cultural advantage

This WARC Guide provides a summary of new thinking and best practice on creating cultural advantage.
  • As Western-led globalisation stalls, brands have to navigate a multipolar world that requires a more fluid and flexible approach to marketing.
  • Cultural relevance is a growth lever for establishing “meaningful difference”, especially as localisation is becoming a key criterion for gaining trust.
  • To navigate polarisation, brands must be clear and steadfast in their values but move beyond surface-level understanding of their consumers.
  • Brands with cultural advantage can thoughtfully counter reputational risks and authentically resonate with audiences to grow....

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