For more than a decade, marketing operated on a single premise: attention is the most valuable resource in culture. Brands earn it, hold it and optimise for it. That premise is now breaking down.
Building Lore
The attention economy is fading. The next wave of brand building is about presence, mythology, and lore you can’t catch up on secondhand, writes Emma Runevad.
The Partnership Game with Lynsey Woods, Senior Global Brand Marketing Director at Carlsberg
Lynsey Woods, global brand director at Carlsberg, has spent twelve years inside one of beer's most recognisable brands – and a career before that across FMCG, from healthy snacks to wine to Premier Foods. She's clear on what makes a partnership work, and what doesn't.
Rich Hewes
