Once upon a time style and style tribes ruled much of how we perceive modern consumer society. Take social theorist Pierre Bourdieu for whom notions surrounding style and taste influenced certain socio-economic classes to purchase or aspire to purchase certain products because of the cultural currency they provided. Or, consider British sociologist Dick Hebdige, who […]

Authenticity, authenticity, authenticity. Hardly a day goes by when I don’t read or hear something about the necessity of authenticity in brand storytelling. Before the words pot and kettle come to mind, I most certainly have written, typed and thought about authenticity a lot too. So much so that I can’t help but think that […]

Next to the definition of the word ‘brandlash’ in your 2017 content buzzword dictionary? A screenshot of the Pepsi commercial that fell spectacularly flat when it was released and subsequently withdrawn last week. Cringeworthy in how massively it misinterpreted popular appetite for socially aware messaging, Pepsi’s commercial did however succeed in two things: Firstly, in illustrating […]