The next big thing: cultural hybridisation and its impact on your branding strategies

In many industries we see an increasing ability and willingness of customers to adopt shifting identities dependant on circumstance. This was best represented most recently, by the World Cup 2010 tournament - as teams with strong brand identity were eliminated and opened up branding association choices for consumers. The tools required for success are sophisticated and the skill necessarily refined. This Keynote speech and workshop session will cover: • How to capitalize on increasing brand surrogacy • How to approach and win in environments of cultural hybridization • How to calculate the value of various trends in the market • A case study look at this trend