After a few days of having my meetings in various sun traps in the south of France and going to sessions at beautifully designed brand activations along La Croisette, I noticed how various people had the same thoughts around whether brands were reaching an inflection point, the point at which they realised that they should stop chasing fast culture and change tactics.
One of them was Dr Felipe Thomaz, associate professor of marketing at the University of Oxford. Speaking at a Financial Times session, he described brands exploring what he called “sustained culture” – the persistent beliefs, behaviours and world views that shape people over time rather than the fleeting moments that dominate social media.
"How do I affect the process from fast culture to solid, slow and persistent culture that has a lot lower volatility and impacts growth more completely?" he asked.
