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1、12Branding at the speed of cultureThis is a condensed version of a presentation held at Valtech RADON in December 2022.At Valtech RADON,we specialize in building strong brands in todays fast and messy culture.In this presentation,we outline how the rules have(and havent)changed and how community and

2、 multi-speed brand-building are keys to success in creating fame in 2023.4Valtech RADONValtech RADON is an award-winning hybrid creative agency working with some of the worlds strongest brands including Pantene,Carlsberg and Interflora.Were part of the global digital transformation agency Valtech.We

3、 help clients break through in a messy,fast-evolving cultural landscape or,as we like to put it:we make brands win in the real world.Valtech RADON5Hybrid creativityTo do this,we apply our methodology of hybrid creativity,where we cross-pollinate minds from many different disciplines and backgrounds

4、and let them work on brand challenges together without Valtech RADON6TodayIntroduction:We have a problem What about the brand?!Why you need to build a brand universe Getting into the speed of culture How to build brand in the fast lane The sweet nectar of performance metrics How to measure the impac

5、t of culture 01 02 03 04 7Branding at the speed of cultureIntroduction8And were pretty sure that you know it already:advertising effectiveness is decreasing,and it has been for the past 15 years.IntroductionWe have a problem9It seems like the advertising industry is still struggling with the fragmen

6、tation of the media landscape and the fact that although people spend more time with commercial media,that time is split across more devices,channels and platforms than ever before.This is something weve known for a long time.In this graph from 2008,theyve overestimated the decline of analogue tv,an