Viktor Wendt on attention vs. resonance and cultural sameness

When everything seeks cultural relevance, things start to look the same. In sibling studio's Working Theories series, I wrote about why brands confuse attention with resonance – and how chasing “cultural moments” often erodes what makes them unique in the first place.

Most products compete on features. But the brands that last? They compete on culture. In our exclusive interview with Mādin Agency’s Chief Creative Officer, Jamieson Maunder, we explored how Sirrah, a wine brand, turned a bottle into a cultural artifact. The process goes beyond chasing trends. It was about building meaning, trust, and obsession. Here’s how agencies and brands can do the same: 📌 Start with listening, not logos 📌 Balance creates inevitability 📌 Choose boldness over neutrality 📌 Write before you design 📌 Collaborate openly 📊 Read the full brand insights in the comments.

How does Purpose-Driven Marketing relate to Branding? 👉 Authenticity, trust, and meaningful consumer connections. 👈 While this concept is often mentioned within marketing circles, there’s one approach that truly proves its commercial power. 💡 Purpose-driven branding (and no, we’re not talking about empty corporate statements!). According to Dove’s ground-breaking Campaign for Real Beauty, purpose-led initiatives can deliver extraordinary returns. 📈 The brand doubled its sales from $2 billion to $4 billion within three years, achieving over 30 times the value of its media investment. Want to learn how? We’ve got the 🔗 in comments 👇 But here’s the part most people miss... Purpose doesn’t just attract customers. It attracts people!!! The marketers, strategists, and creatives who want to work for brands that stand for something. When your purpose is clear, it becomes your most powerful recruitment tool. Building a brand around genuine values does as much for your team culture as it does for your consumer connection. If you want to learn more about shaping values and building an employer brand that stands out to the talent of tomorrow, drop me a message or visit our website. #WinstonRowe #MarketingLeaders #EmployerValueProposition #RecruitmentInsights

In his latest comment Ted Schama discusses how big brands are borrowing from the independent playbook and why they need to innovate in a way that feels authentic rather than forced. https://lnkd.in/etwaiied

When big companies co-brand with smaller companies, the right collaboration can make the big company look bold, innovative, and adaptable! The well-executed scenario creates: 1. Enhanced Credibility and Trust 2. Access to Niche Markets 3. Innovation and Differentiation 4. Enhanced Brand Image and Values Alignment 5. Cost-Effective Growth and Marketing Synergy This strategic alignment creates a win-win opportunity for the larger company to strengthen its market position while borrowing authenticity and expertise from the smaller partner. See our recent article here: https://lnkd.in/gaWThpdd

“What the industry calls ‘brave creativity’ is really just safe, familiar work. "Effectiveness proves that the so-called bonkers idea will deliver market results. And it shows that bland work isn’t just uninspiring — it can actually damage your brand.” Jamie Peate and Ringo A. Moss from McCann Worldgroup recently sat down with us to unpack why they believe effectiveness is the industry’s lifeline — and how it stops marketers from settling for 'bland' creativity. 🎯 This is the second installment in Effectiveness Well Told, our week-long focus series in partnership with McCann exploring how effectiveness gives creativity its power (and what that really means for brands looking to grow). Check out the full feature below, the link is in the comments!

“This is a brand with near-70 years of heritage. But we needed to shift perceptions from white-goods reviews to a purpose-led powerhouse: putting consumers before profit.” — Kat Chinnock, Head of Brand, Which? In an exclusive piece written for Creative Salon, Kat Chinnock lifts the lid on Which?’s major rebrand — one that marks a pivotal moment in the organisation’s history. After nearly seven decades as the UK’s most trusted consumer champion, Which? is reimagining how it shows up in culture — moving beyond product testing to champion fairness, trust, and advocacy for today’s consumers. From tone of voice and design to purpose and storytelling, this transformation is about relevance and responsibility — reminding people that Which? isn’t just about what to buy, but why it matters. 💡 A fascinating look at how heritage brands can modernise without losing their soul. Read the full story on Creative Salon — link in comments. #BrandTransformation #PurposeDriven #MarketingLeadership #CreativeSalon #BrandEvolution

Stop worrying about “wearing out” creative that hasn’t been worn in: Andrew Howie GAICD, Paul Sinkinson. Toby Aldred, Saatchi & Saatchi Australia MD, added, “You've got to talk to clients about the importance of having ambitions to build brand kingdoms,” Tom Loudon reports. Read here: https://lnkd.in/g7G9SMRk

INSIGHTS: Jennifer Murtell, VP at Marks, on how Gen Z’s creativity and cultural fluency are shaping the future of brands. https://ow.ly/O4AG50XeNJ3 #INSIGHTS #CAMagazine #BrandDesign

Working with clients on European expansion has highlighted the importance of understanding #cultural nuances, particularly regarding the concept of being "fashionably late." Effective #branding in #Europe requires alignment with local culture, values, and business practices. Therefore, a successful legal-marketing strategy must be culturally aware, legally compliant, and tailored to the specific audience. This includes understanding variations in simple phrases like "Let's meet at 12" across different European regions. #Legalinnovation #Businessdevelopment #Strategy #Cultruegaps #Israelgroup