Ephemeral Culture and Brand Loyalty

Wicked Problem Solving

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We explored the topic of how brands are adapting to ephemeral culture. The world has sped up: more types of communication, more options, new ways of discovering products and services—more competition. Individuals are comfortable with, and now expect, constant change. Brands have to understand this new cultural modality in order to generate smart strategies that earn them these customers’ loyalty. Consumers are readily ignoring brands that are either inauthentic, disappointing or irrelevant and rewarding those whose products and services are both authentic and positive.