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Don't just buy influence. Build for it.
Most brands can't copy Unilever's budget — but they can steal its intent.
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If you can’t beat them, borrow them
Borrowing cultural capital has become a shortcut to relevance. But borrowed fame comes with a price tag.
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The hidden rules of the new media monopoly game
Principal media buying was once the preserve of TV sales teams. Now it’s powering platform revenue — and mid-market brands are getting squeezed.
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Why culture is rejecting brand tourists
Why brands need a visa to show up in culture, and how to earn it.
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What Gen Alpha reveal about the rest of us
A generation growing up with contradictions, co-viewing and complete control — and what that says about where culture is heading
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