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.
Why Digital Brands Are Going All In on the Real World
ESPN and United Airlines just turned a fantasy football draft into a literal mile-high event. It is just one of the signs that digital-native brands are starting to chase something a screen can’t give them: a real moment, shared in person.
Contributor
Beyond Drinks and Perks: What Company Culture Really Means to Creative Leaders
Forget the pizza and Thursday drinks. Brand and creative leaders at Lovable, OpenAI, Lloyds and Semrush reveal what will actually shape a company’s culture – and why customers feel the difference even when they never see it.
Hannah Bowler
Guiding Agencies With Values
A lot of company values are worth no more than the paper they’re written on. But many agency leaders I spoke to during the first season of Uncut shared with me their guiding principles, which was often a motto they saw as the agency’s operating instructions.
Alex Zeevalkink
