Insights

Miyabi Yamamoto is a Japanese and American bi-lingual cultural consultant, strategist for mission-driven organizations and keynote speaker. Together we’ll be exploring how Japan has demonstrated resilience and adaptability over the past decades of historic transitions, some of which no other countries have yet experienced - from demographic to economic, social and cultural.

Forget everything you think you know about Japanese corporate culture. For decades, international business and brand leaders have approached Japan through a monolithic lens, stereotyping the nation’s corporate culture as one of hyper-collectivism, rigid hierarchy, and unwavering company loyalty. However, the reality of contemporary Japan is far more dynamic.

Insights into China, France and India in collaboration with AnalogFolk London For global brands targeting Gen Z, the boundary between real life and social media no longer exists. Yet, many marketers are still relying on a tired playbook of hyper-curated, aspirational advertising that talks at this demographic rather than participating in their world. Authenticity has been a buzzword for the past decade. Yet some brands are still struggling to find their foot into culture and

We are living in times that demand we reinstate the desire for discovery and cross-enrichment. Brands have a real advantage they’re not always leveraging. By adopting a nomad mindset (one that values observation over judgment and hybridisation over polarisation), brands can do more than just increase market share. They can become the new cultural brokers, endorsing a shift back to where we truly come from: a world connected not just by technology, but by understanding.

In the vast, sprawling landscape of North America, Québec stands as a fascinating paradox. It is a modern, innovative society that functions with the intimacy of a small town. According to Sonya Bacon, Senior Brand Strategist and Lecturer at Sherbrooke University, understanding this unique “village culture” is the only way to truly connect with the province. It is a place where the collective “we” triumphs over the individual “I”.

It’s gone viral and it’s gone global. Echoes of the 2024-2026 campaign for challenger Northwestern Indian soda brand, Lahori Zeera, have reached London and global adland. A campaign based on surreal humour, visual exaggeration and a dialogue-free format, it has already achieved a market share increase of 15% in under two years. So what is it about this campaign that has taken the country by storm? How does this creative coup deliver on a brand promise and take a local underd