Culture belongs in the brief

The same brand idea does not occupy the same coordinates in every culture.

Moving between cultures across four continents my entire life has made that very clear to me.

Culture affects what people need to believe and more. It can signal:

• What proof feels credible
• Which symbols carry meaning
• How direct the language can be
• Who should be represented
• What success looks like.

The list goes on.

The same message can carry a different level of trust, urgency, status, warmth, or risk depending on where and how it appears.

That context is taken into account during discovery, positioning, and creative direction. Not after the idea has already been approved and shipped.

By then, it's often too late.

When culture is part of the strategic and creative work, it is easier to understand what must remain consistent and what needs to adapt. That way, the same intention can be understood and felt in different contexts.

When people can recognize themselves and their world in the work, the brand has a better chance of earning a place in it.