New ideas come from culture, not commerce. To become relevant, brands must infuse themselves into culture by inspiring, provoking, entertaining, or providing status, utility, or access to people. Brands should start conversations by mapping out strategies and providing shareable content, as new ideas don't just fill existing spaces but create new areas of discussion.

1. NEW IDEAS COME
FROM CULTURE;
NOT COMMERCE
“A brand becomes relevant by
infusing itself directly into the
culture”

2. THE NEW IDEAS
IMPROVE
PEOPLE'S LIVES
● Inspire
● Provoke
● Entertain
● Status
● Utility
● Access

3. NEW IDEAS DON'T FILL A MEDIA SPACE; THEY CREATE ONE

4. MAP OUT
CONVERSATION
STRATEGY
Primary step in a conversation is
starting one. That means having
something to say. It is vital for a
brand to start a conversation

5. PROVIDE CONTENT WORTH SHARING