As a Cultural Insights & Brand Strategist, I strengthen a brand’s significance in the cultural landscape.

It’s about reconciling the brand’s uniqueness with its audiences’ aspirations.

WHAT I DO

CULTURAL TRANSLATION

I uncover key insights on all kinds of cultures: transnational, national, sub-cultures. I leverage a skillset coming from social sciences - history, anthropology, sociology, psychology, semiotics etc. I design methodologies using both quantitative and qualitative tools.

Examples of cultures I’ve deciphered for brands: French, American, Cosmopolitan, Los Angeles, Foodie, Crypto, Paris Fashion etc.

BRAND STRATEGY

I decode the brand and identify what needs to remain vs what can evolve. My frameworks are archetypes to ensure consistency. I deliver recommendations on brand’s positioning, naming, storytelling, content, campaigns, product innovation. I guide creative exploration for brand identity, graphic charter and campaigns.

Types of brands I have worked for: FMCG, lifestyle, beauty, luxury and tech — from big corporations to startups.