This isn’t a story of exchanging the old for the new. This is a story about building an authentic culture of desire that is magnetic, surprisingly different, and discovered in your own DNA. As codes of luxury shift to the value of experiences, from being social symbols to social enablers, how do brands draw from culture to stay relevant? In this session, join Grace Astari, creative lead for innovation at Diageo, to learn how brands adapt while maintaining their distinctiveness.
You’ll hear how:
- In a renaissance era of hyper-novelty, collaboration, and equity swaps, one long-standing brand adapted to the cultural tides without losing their distinctive equity
- The centuries-old, preserved and protected world of Scotch, which comes with its own mystique, storied history, and discernment, transformed while maintaining its brand DNA