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Pattern Recognition is our cultural analysis platform, documenting emerging patterns in consumer culture + their commercial implications for modern brand leaders.
28.11.2025

The Shopping Novels

What the authors knew before the sociologists

The Shopping Novels featured image
Hi. As your (un)official in-flight magazine for wherever consumer culture goes next, I think Pattern Recognition should occasionally bring a deeper cut, a longer read, a broader pattern. So today, something big + fun. Read, listen, tell me what you... Full story
21.11.2025

2025 word of the year: parasocial

pointing the finger at the individual again

2025 word of the year: parasocial featured image
Quick end of week thought. Cambridge Dictionary’s word of the year for 2025 is PARASOCIAL. Because: “in 2025, the “chronically online“ developed unreciprocated parasocial relationships with YouTubers and influencers who they feel they know, becoming invested in all the twists... Full story
19.11.2025

PANIC AT THE DISCO(UNT)

Black Friday, when thinking is dangerous.

PANIC AT THE DISCO(UNT) featured image
It’s happening again. The little tightening in my chest that comes every year around this time. Still a week ‘til Black Friday, and already the email subject lines are screaming and the push notifications vibrate my phone across the table.... Full story
14.11.2025

CULTURAL VENTRILOQUISM: whose life are you living?

As creepy as it sounds.

CULTURAL VENTRILOQUISM: whose life are you living? featured image
TL;DR: Why do we think other people know better?This morning I was in a coffee queue behind a woman who seemed anxious. She was trying to remember what someone had told her she should order. I know this because I... Full story
07.07.2025

BONE IDLE: low-octane summer

How come brands are celebrating people doing NOTHING?

BONE IDLE: low-octane summer featured image
In and out of this heatwave, the sun is (in Lena Dunham’s words in this month’s British Vogue) totally bleaching my thoughts. It’s way too hot, and I’m way too knackered after Glastonbury, to think too hard about much of... Full story
26.06.2025

Cool Girls Don't...Self-Optimise

OPTIMISATION FATIGUE?

Cool Girls Don't...Self-Optimise featured image
I was clearing out a drawer this week (boring, moving house soon) and found my husband's Apple Watch under some papers, dead of battery. He used to love that thing. I call out to him should I put it on... Full story
18.06.2025

The Lipstick Index is cooked

An elegant old theory about consumer culture meets our chaotic new reality

The Lipstick Index is cooked featured image
Early Monday morning I was walking down the street in Paris, cafe au lait in hand, full of pain au chocolat, already feeling a bit hot and bothered, when my phone pinged with the media announcement that Leonard Lauder had... Full story
13.06.2025

UNCERTAIN PEOPLE BUY MORE STUFF

Manufactured Inadequacy

UNCERTAIN PEOPLE BUY MORE STUFF featured image
It’s yesterday. It’s late. I’m tired. I’m setting my phone’s alarm clock before reading myself to sleep. But first I just check my feeds one last quick time. And I see her. Suddenly the outfit I’ve hung on the back... Full story
09.06.2025

THE PERSONALITY INDUSTRY: buying yourself into being

Know thyself -> buy yourself

THE PERSONALITY INDUSTRY: buying yourself into being featured image
This weekend I walked and talked with a dear friend, listening as they explained what’s going on with their new relationship (via their partner’s attachment style), updated me on some big career stuff (via their Human Design profile), and rationalised... Full story
03.06.2025

WISDOM SIGNALING

New fear unlocked: wisdom anxiety

WISDOM SIGNALING featured image
TL;DR: Not look how much I have, but look how much I think.A few days ago we talked here about why reading is so damn cool right now. It’s my most-read piece ever. Watching the numbers go up made me... Full story
29.05.2025

Why is reading so damn cool right now?

"Go to the literature" - Joan Didion

Why is reading so damn cool right now? featured image
TL;DR: In a world that runs on instant gratification, books…especially the dense, complicated kind…have staged a surprising comeback. But is it actually surprising?Just a few years ago, talking about Heidegger at a party would've been social suicide. This week, Hailey... Full story
21.05.2025

The new architecture of a trend?

Mother Mermaid is being crowd-constructed live on TikTok right now

The new architecture of a trend? featured image
Trends used to bubble up after simmering around in subculture…or trickle down in response to inspiration from the runway…before being anointed by those-who-know (and/or ratified by the brute force of algorithmic consensus). But might we be in a new era?... Full story
19.05.2025

THE FUTURE IS FERAL

In convo with one of the world’s most well-respected brand-building thinkers, Richard Huntington, on the state of consumer culture, the future of brand strategy...and his new book.

THE FUTURE IS FERAL featured image
Look up brand strategist in the urban dictionary and you might just find a picture of Richard Huntington. Everyone who’s passed through the halls of a creative agency - or the marketing dept of a major consumer brand - over... Full story
15.05.2025

Fashion's most persistent lie

Why is it to hard to admit that we care?

Fashion's most persistent lie featured image
TL;DR: Effortlessness is perhaps the most persistent and damaging myth in all of consumer culture. Because it's about maintaining impossible standards, obscuring the work involved, and creating shame around trying ‘too hard’. So many fashion icons, from Jane Birkin to... Full story
12.05.2025

The West Village Girls hit a nerve

The offence of sameness in the land of the free

The West Village Girls hit a nerve featured image
If you’ve been anywhere near the internet in the past few days you will have come across the commotion over The Cut’s West Village Girls piece.You know who I’m talking about even if you’ve never been to the West Village:... Full story
08.05.2025

IS THE TREND CYCLE FINALLY SLOWING DOWN?

Biggest recession indicator of all?

IS THE TREND CYCLE FINALLY SLOWING DOWN? featured image
Lots of talk of recession indicators in the feeds this week. Reuters reports this morning that “The risk of a U.S. recession is 50-50, it's that close.” Goldman Sachs places odds at 45% and JPMorgan at 60%.I wonder if the... Full story
30.04.2025

RICH IN GOODS, RAGGED IN SPIRIT?

Engineered emptiness

RICH IN GOODS, RAGGED IN SPIRIT? featured image
Loads of ink has been spilled about The White Lotus S3 (I myself talked to Vogue Business and The Observer about it). But one line from the finale still haunts me. “No one in the history of the world has... Full story
03.04.2025

GETTING DRESSED IN THE AGE OF ANXIETY

Our wardrobes are trying to tell us something

GETTING DRESSED IN THE AGE OF ANXIETY featured image
Do you ever wonder what will we be remembered by? When you think about decades of the past, it’s pretty easy to close your eyes and picture a dress, a car, a make-up look that defines the era. But what... Full story
28.03.2025

Part 2: HIGH ON HOPE

What's that glowing in the dark?

Part 2: HIGH ON HOPE featured image
TL;DR: Disruption creates monsters. But also: cultural progression. Right now people aren’t just coping. They’re hoping.Last time we talked about cultural interregnums: times in-between times. When you have a feeling that things are no longer where they were, but not... Full story
21.03.2025

Part 1: INTERREGNUM

The time of monsters

Part 1: INTERREGNUM featured image
Monster derives from the Latin word for warn, remind, or instruct. Which also gave us another modern word: premonition. TL;DR: we're living through an industry-wide - and culture-wide - interregnum. A strange space between coherent ‘reigns’ where unsettling, even monstrous,... Full story
hello@tomorrowism.co
Soho Works, 56 Shoreditch High St
London E1 6JJT

About us

Beth Bentley

Chief Strategy Officer

A multi-award-winning exec brand strategist and advisor to CEOs and CMOs. With classically-trained brand strategy skills and a deep sociological understanding of consumer culture, she helps leaders position their brands for both cultural and commercial growth. Before Tomorrowism, Beth sat on the boards and leadership teams of some of the world’s most-respected creative agencies and strategy consultancies (Wieden+Kennedy, adam&eveDDB, Portas, VICE), advising generation defining brands (inc. Nike, Google, John Lewis, Topshop, Cult Beauty, Uniqlo, L’Oreal, Vans), plus served as a government advisor to ministers in Whitehall. Beth leads all our brand strategy projects, and is also the editor of our digital publishing platform, Pattern Recognition, read by 30,000 brand leaders, academics, futurists and cultural analysts in 40 countries.

Mark Thompson

Chief Creative Officer

Mark has served in exec creative management positions at some of the most revered and awarded design practises and creative agencies (Made Thought, Wednesday, Moving Brands, Mother). With deep craft skills in brand design and art direction, his understanding of visual culture has helped lead and shape the visual codes and brand worlds of some of the most culturally tapped-in luxury, fashion and lifestyle brands (Adidas, Bally, Bang & Olufsen, Barbour, Ellesse, GAP, Kickers, Land Rover, Louis Vuitton, Prada, Stella McCartney, Victoria Beckham). Mark leads all our brand design and visuals projects.

Paul Bentley

Managing Director

Paul is a highly experienced creative agency leader, having run a mix of award-winning specialist agencies and consultancies across strategy, advertising, design, CX, content and activation. That’s given him a unique vantage point on how to break down and solve all sorts of modern brand growth challenges. Paul runs all our projects, working closely with our client partners to build the right approach, format and team, then ensuring we deliver world-class work.

What we do

WE POSITION, REIMAGINE OR REJUVENATE BRANDS FOR THE FUTURE THAT’S COMING.

We’ve spent 20 years advising the leaders of some of our generation’s most iconic brands through complex brand growth challenges, in times of ongoing cultural and commercial upheaval. Our work has won more than 100 awards. We don’t just know how brands grow. We know how brands grow when everything around them is shifting.

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FORGET WHAT YOU’VE HEARD ABOUT BRAND STRATEGY

We don’t talk around in circles in workshops. Or fill your server with long-winded documents you’ll never read again. We don’t speak in metaphors. And we tell the truth. Our work makes brands more distinctive, aspirational, covetable, memorable, iconic.

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THE EXTRAORDINARY COST OF BEING UNREMARKABLE

The greatest risk in modern business isn’t your competition. It’s cultural irrelevance. And rightly so. Brands that lose step with what’s going on in culture pay a heavy price. Brands with low cultural capital spend more on customer acquisition (Deloitte, 2024). Brands with high cultural capital command price premiums (McKinsey, 2024), and tend to be valued at higher multiples vs. peers with lower cultural significance (Morgan Stanley, 2024).

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CULTURAL FLUENCY + AESTHETIC INTELLIGENCE = your unfair advantages

The most powerful levers of modern brand growth don’t show up in your quarterly report. But they affect what’s in it.

Cultural fluency
Your organisation’s ability to recognise shifts before they surface, by understanding the underlying forces shaping consumer culture. Where others might see random fluctuations, you see patterns. While others react to what’s trending, you’re the tastemaker. 

Aesthetic intelligence.
The other AI. The art of expressing that cultural fluency to build brand worlds, codes and behaviours that feel distinctive in a sea of algorithmic sameness. 

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OUR APPROACH + SERVICES

A pragmatic, efficient consulting model that works. The way we break down and tackle challenges is based on the kind of advice and support we know CEOs + CMOs actually value (we know, we’ve asked a lot of them about this). Sometimes we do everything on this list, sometimes we don’t. Every business is at a different stage with different needs.

Cultural + commercial pattern recognition.
Our tried-and-tested programme of problem diagnosis. Based on commercial analysis, behavioural science, semiotics and foresight, we work with you to decode and clarify your brand’s most critical headwinds and tailwinds. They’re not always what you might expect.

The brand blueprint.
A brand’s x-ray on a page. Or a tablet of stone. Creating shared vision + momentum throughout your organisation; fuelling commercial growth + cultural heat within your audience.

Audience mapping + sizing.
Conventional demographics and personas are too often based on convenient fictions. We’ve built smart ways of opening up new depths of audience understanding, shedding new light on where your growth’s really coming from. And why.

Brand platform.
A powerful, enduring foundation that roots your brand in culture and helps build authority for years to come. We’re the ones who wrote Where Design Lives for Heal’s, Anything But Ordinary for M&S, Don’t Shop Around for LYST, and plenty more.

Brand design.
Visual mediocrity is no longer acceptable. We evolve or rebuild brand worlds, codes + operating systems to make them more culturally fluent + aesthetically intelligent.

Brand health + investment modelling.
So much you could do. What should you do? We’ll help you make better decisions, and build the case for ongoing, effective brand investment and measurement.

 

Our work

1 -

Lyst

1 -

Don't Shop Around

2 -

Seraphine

2 -

Life Changing Style

3 -

Radley

3 -

Stylish Thinking

4 -

Jessica McCormack

4 -

Beyond The Obvious

5 -

Heal’s

5 -

Where Design Lives

6 -

M&S

6 -

Anything But Ordinary

7 -

Urban Outfitters

7 -

For young people, by young people

8 -

The Body Shop

8 -

Changemaking Beauty

9 -

Medik8

9 -

The Best Skin Of Your Life

10 -

Accessorize

10 -

A return to craft

11 -

Tencel

11 -

Weaving the Future

12 -

Wallapop

12 -

Making second-hand the first choice

News

28.11.2025 Pattern Recognition

The Shopping Novels

What the authors knew before the sociologists

The Shopping Novels featured image

Image c/o Lizzy Hadfield. Bet she’s read all of ‘em.

Hi. As your (un)official in-flight magazine for wherever consumer culture goes next, I think Pattern Recognition should occasionally bring a deeper cut, a longer read, a broader pattern. So today, something big + fun. Read, listen, tell me what you... Full story
21.11.2025 Pattern Recognition

2025 word of the year: parasocial

pointing the finger at the individual again

2025 word of the year: parasocial featured image
Quick end of week thought. Cambridge Dictionary’s word of the year for 2025 is PARASOCIAL. Because: “in 2025, the “chronically online“ developed unreciprocated parasocial relationships with YouTubers and influencers who they feel they know, becoming invested in all the twists... Full story
19.11.2025 Pattern Recognition

PANIC AT THE DISCO(UNT)

Black Friday, when thinking is dangerous.

PANIC AT THE DISCO(UNT) featured image

Jiri Geller, 2009

It’s happening again. The little tightening in my chest that comes every year around this time. Still a week ‘til Black Friday, and already the email subject lines are screaming and the push notifications vibrate my phone across the table.... Full story
14.11.2025 Pattern Recognition

CULTURAL VENTRILOQUISM: whose life are you living?

As creepy as it sounds.

CULTURAL VENTRILOQUISM: whose life are you living? featured image

IMAGE: SERGEY SKIP

TL;DR: Why do we think other people know better?This morning I was in a coffee queue behind a woman who seemed anxious. She was trying to remember what someone had told her she should order. I know this because I... Full story
07.07.2025 Pattern Recognition

BONE IDLE: low-octane summer

How come brands are celebrating people doing NOTHING?

BONE IDLE: low-octane summer featured image

Best Western’s TV spot: “Today we accomplished nothing. And it was kind of everything.” | “Hours spent with nowhere to be”. Kotn, Summer 2025 | “A tribute to hot, unhurried summers”. Kotn, Summer 2025

In and out of this heatwave, the sun is (in Lena Dunham’s words in this month’s British Vogue) totally bleaching my thoughts. It’s way too hot, and I’m way too knackered after Glastonbury, to think too hard about much of... Full story
26.06.2025 Pattern Recognition

Cool Girls Don't...Self-Optimise

OPTIMISATION FATIGUE?

Cool Girls Don't...Self-Optimise featured image

Gimme this ring over a smart ring please. @Annika Inez

I was clearing out a drawer this week (boring, moving house soon) and found my husband's Apple Watch under some papers, dead of battery. He used to love that thing. I call out to him should I put it on... Full story
18.06.2025 Pattern Recognition

The Lipstick Index is cooked

An elegant old theory about consumer culture meets our chaotic new reality

The Lipstick Index is cooked featured image

Paris is burning. View from my bedroom this week. This was at 11pm. Name a better city!

Early Monday morning I was walking down the street in Paris, cafe au lait in hand, full of pain au chocolat, already feeling a bit hot and bothered, when my phone pinged with the media announcement that Leonard Lauder had... Full story
13.06.2025 Pattern Recognition

UNCERTAIN PEOPLE BUY MORE STUFF

Manufactured Inadequacy

UNCERTAIN PEOPLE BUY MORE STUFF featured image

Suzanne Koller for Raey, AW22 via AnotherMag

It’s yesterday. It’s late. I’m tired. I’m setting my phone’s alarm clock before reading myself to sleep. But first I just check my feeds one last quick time. And I see her. Suddenly the outfit I’ve hung on the back... Full story
09.06.2025 Pattern Recognition

THE PERSONALITY INDUSTRY: buying yourself into being

Know thyself -> buy yourself

THE PERSONALITY INDUSTRY: buying yourself into being featured image

i know you know i know it’s a Rimowa

This weekend I walked and talked with a dear friend, listening as they explained what’s going on with their new relationship (via their partner’s attachment style), updated me on some big career stuff (via their Human Design profile), and rationalised... Full story
03.06.2025 Pattern Recognition

WISDOM SIGNALING

New fear unlocked: wisdom anxiety

WISDOM SIGNALING featured image

Wisdom signalling? Saint Laurent Babylone. Paris: Anthony Vaccarello’s raw + refined fever dream of curated journals, rare books, and vinyl.

TL;DR: Not look how much I have, but look how much I think.A few days ago we talked here about why reading is so damn cool right now. It’s my most-read piece ever. Watching the numbers go up made me... Full story
29.05.2025 Pattern Recognition

Why is reading so damn cool right now?

"Go to the literature" - Joan Didion

Why is reading so damn cool right now? featured image
TL;DR: In a world that runs on instant gratification, books…especially the dense, complicated kind…have staged a surprising comeback. But is it actually surprising?Just a few years ago, talking about Heidegger at a party would've been social suicide. This week, Hailey... Full story
21.05.2025 Pattern Recognition

The new architecture of a trend?

Mother Mermaid is being crowd-constructed live on TikTok right now

The new architecture of a trend? featured image
Trends used to bubble up after simmering around in subculture…or trickle down in response to inspiration from the runway…before being anointed by those-who-know (and/or ratified by the brute force of algorithmic consensus). But might we be in a new era?... Full story
19.05.2025 Pattern Recognition

THE FUTURE IS FERAL

In convo with one of the world’s most well-respected brand-building thinkers, Richard Huntington, on the state of consumer culture, the future of brand strategy...and his new book.

THE FUTURE IS FERAL featured image
Look up brand strategist in the urban dictionary and you might just find a picture of Richard Huntington. Everyone who’s passed through the halls of a creative agency - or the marketing dept of a major consumer brand - over... Full story
15.05.2025 Pattern Recognition

Fashion's most persistent lie

Why is it to hard to admit that we care?

Fashion's most persistent lie featured image

Camille Rowe | Pamela Anderson at the Met Gala 2025. Image: Vanity Fair

TL;DR: Effortlessness is perhaps the most persistent and damaging myth in all of consumer culture. Because it's about maintaining impossible standards, obscuring the work involved, and creating shame around trying ‘too hard’. So many fashion icons, from Jane Birkin to... Full story
12.05.2025 Pattern Recognition

The West Village Girls hit a nerve

The offence of sameness in the land of the free

The West Village Girls hit a nerve featured image
If you’ve been anywhere near the internet in the past few days you will have come across the commotion over The Cut’s West Village Girls piece.You know who I’m talking about even if you’ve never been to the West Village:... Full story
08.05.2025 Pattern Recognition

IS THE TREND CYCLE FINALLY SLOWING DOWN?

Biggest recession indicator of all?

IS THE TREND CYCLE FINALLY SLOWING DOWN? featured image

image: whowhatwear.com

Lots of talk of recession indicators in the feeds this week. Reuters reports this morning that “The risk of a U.S. recession is 50-50, it's that close.” Goldman Sachs places odds at 45% and JPMorgan at 60%.I wonder if the... Full story
30.04.2025

Tomorrowism in Vogue Business

The strategy behind The White Lotus S3's high-profile brand partnerships

Tomorrowism in Vogue Business featured image

Vogue Business: “This is The White Lotus’s MO, isn’t it?” Beth Bentley asks. “This show always finds ways to make viewers complicit in the very things it criticises.”
30.04.2025 Pattern Recognition

RICH IN GOODS, RAGGED IN SPIRIT?

Engineered emptiness

RICH IN GOODS, RAGGED IN SPIRIT? featured image
Loads of ink has been spilled about The White Lotus S3 (I myself talked to Vogue Business and The Observer about it). But one line from the finale still haunts me. “No one in the history of the world has... Full story
03.04.2025 Pattern Recognition

GETTING DRESSED IN THE AGE OF ANXIETY

Our wardrobes are trying to tell us something

GETTING DRESSED IN THE AGE OF ANXIETY featured image

Studio Nicholson

Do you ever wonder what will we be remembered by? When you think about decades of the past, it’s pretty easy to close your eyes and picture a dress, a car, a make-up look that defines the era. But what... Full story
28.03.2025 Pattern Recognition

Part 2: HIGH ON HOPE

What's that glowing in the dark?

Part 2: HIGH ON HOPE featured image

Exhibit A: newly-opened third-space/design-haven/glimmer/radical act of hope + ingenuity, Launderette NYC

TL;DR: Disruption creates monsters. But also: cultural progression. Right now people aren’t just coping. They’re hoping.Last time we talked about cultural interregnums: times in-between times. When you have a feeling that things are no longer where they were, but not... Full story
21.03.2025 Pattern Recognition

Part 1: INTERREGNUM

The time of monsters

Part 1: INTERREGNUM featured image

Charlie XCX, Grammy’s 2025 | Monstrous audacity or incredible ingenuity? Ethically confusing and chaotic. But it’s legal. Image from Barefaced’s investigation last week.

Monster derives from the Latin word for warn, remind, or instruct. Which also gave us another modern word: premonition. TL;DR: we're living through an industry-wide - and culture-wide - interregnum. A strange space between coherent ‘reigns’ where unsettling, even monstrous,... Full story
20.03.2025

Tomorrowism in The Observer

The unique cultural significance of The White Lotus

Tomorrowism in The Observer featured image

The Observer: “The show’s absolutely skewering the rich – and yet, at the same time, we want to dress like them. There’s a crazy irony there.”
28.02.2025

On stage at Brands&Culture

Tomorrowism in conversation with one of our fav clients, LYST

On stage at Brands&Culture featured image

Beth and Katy discuss the intricacies of brand-building in the era of algorithmic sameness, at Brands&Culture event at Ministry of Sound, London.
20.02.2025

Beth lectures at Fashion Institute of Technology

Beth supports the faculty at New York’s prestigious fashion school

Beth lectures at Fashion Institute of Technology featured image

How brands really grow in the aspiration economy. Student feedback? The best lectures of the year.
10.02.2025

Podcasting again

Beth joins Peter Spear for a conversation about RISK and CULTURE

Podcasting again featured image

Beth took the hot seat for US mega-ethnographer Peter Spear’s industry-fav podcast, That Business of Meaning.
30.01.2025

We guest-edit Ana Andjelic’s THE SOCIOLOGY OF BUSINESS

Ana hands the mic to Beth...

We guest-edit Ana Andjelic’s THE SOCIOLOGY OF BUSINESS featured image

The Sociology of Business: Beth’s meh-ification theory takes centre stage on the world’s most widely-read brand strategy newsletter

20.01.2025

Ana Andjelic’s podcast episode dedicated to Beth’s theory

Meh-ification...the plot thickens!

Ana Andjelic’s podcast episode dedicated to Beth’s theory featured image

Beth’s Meh-fication theory is given a special episode of Ana Andjelic + Rei Inamoto’s podcast Hitmakers
10.01.2025

Podcasting again…AFTER WORK DRINKS

A very interesting conversation

Podcasting again…AFTER WORK DRINKS featured image

Beth speaks on a new NY-based podcast series After Work Drinks alongside a mix of interesting industry figures like Matthew Drinkwater of London College of Fashion
30.12.2024

On stage again

Talking brand-building at Europe’s biggest clean beauty event

On stage again featured image

Beth speaks on the main stage at The Natural Health Expo alongside leaders from some of the most progressive beauty brands of our generation.
30.11.2024

Podcasting…cultural fluency + why it matters

From London to Brooklyn

Podcasting…cultural fluency + why it matters featured image

Ed Cotton invited Beth onto his epic podcast, Inspiring Futures, to talk about the work Tomorrowism does, for who, how…and why. 

 

Going global

Services

  • Brand repositioning
  • Brand platform
  • Audience mapping + sizing
  • Company culture/engagement

“An extraordinarily useful process. They have an incredibly deep understanding of how crucial a strong, well-positioned brand is to future business growth.”

Elliot Isaacs, Founder

The project

The most progressive, boundary-breaking skincare brand in British history, Medik8 needed support in strengthening its core brand foundations ahead of a major global acceleration. 

While new factories and distribution networks were being built in new territories, we partnered with the founders, CXO and investor team to reimagine how the Medik8 brand is positioned, who exactly it’s here to serve and why, and how it shows up intelligently across a mix of global markets each with unique category nuances, headwinds and tailwinds. 

Brand repositioning: an ambitious reimagining and articulation of the brand’s future, building new strategic foundations. Brand platform: a new organisational vision, attitude + culture-facing brand platform. Audience mapping: our proprietary next-gen audience mapping, sizing and segmentation, merging machine learning with cultural anthropology. Brand behaviours: a fresh set of signature acts and deeds for the brand to live by. Company culture/engagement: cross-business education, embedding and scenario planning.