Culture and brands: how does this benefit brand identity and brand positioning?

Brands that engage consumers are meaningfully positioned in culture. Understanding culture is a crucial part of brand positioning and strategy. We offer 5 tips for aligning your brand with culture.

Why are cute aesthetics and Kawaii still growing? Is cuteness culturally contagious?

How did cute aesthetics become so popular around the world? The cute aesthetics have spread across most cultures, and they have become mainstream. Also, this aesthetic has continued to evolve, and now can be found in nearly every category. Examining the reasons behind this trend sheds light on how it could develop in the future