People now live in paradox — and brands must learn not just to accept this, but to design for it. Individuals are increasingly living out paradoxical identities, and rather than being confused or conflicted by this, they’re empowered. This shift fragments identity, disrupts marketing categories, and makes traditional segmentation models obsolete.

We are witnessing a cultural shift so profound it will reshape not just how we live and work—but how we define value itself. At the heart of this transformation is a deep and irreversible decoupling of work from reward.

In a world where work no longer guarantees reward, brands must evolve. We have an extraordinary opportunity to co-create new myths—ones rooted not in effort or exclusivity but in joy, transformation, and collective meaning-making. This is not the end of value. It’s a reinvention of it. And fashion, more than any other industry, is poised to lead.

Zombie Hunting is one of the most important executive tasks!

Culture is the ONE factor that can sustain the relevance necessary to build long-lasting relationships.

Develop market-leading and game-changing brands, products, services, and experiences that make your business fit for the future.

UNLEASHING THE POWER OF CHANGE AGENTS Change is the only constant in a constantly evolving and adapting world. It is inevitable. However,...

Real conversion in fashion is driven by emotion, not logic. In the fashion industry, the power of emotion is undeniable.

Each fashion category possesses its own unique culture. All cultures exist on a spectrum between tight and loose. The one thing humans...

The world has changed. Here’s how to adapt your Brand Strategy. Don’t Rebrand the Product—Rebrand the Problem. If you rebrand the product...

Develop market-leading and game-changing brands and experiences that make your business fit for the future. Status Quo Strategy experts...

There has been storytelling as long as there have been humans on this planet. Storytelling is how people store and remember information....

THERE IS A DIFFERENCE: Marketing is not Branding and vice versa. Branding is who you are. ...

The Problem Companies that respond to a question about design leadership with an elusive answer like “We have a very traditional...

Macro Trends you need to know to stay relevant. Here is a summary of the most important consumer trends from the perspective of Branding,...

Design thinking is a holistic approach to drive powerful experiences that create real business results. The most successful organisations...

Only the very best designs now stand out from the crowd, given the rapid rise in consumer expectations.