Brand Society Proves the Strongest Brands Are Built by Culture, Not Category

For decades, brands have competed within categories. Chocolate competed with chocolate. Beauty competed with beauty. Today, those boundaries are becoming increasingly irrelevant. Consumers don't organise their lives around categories. They move fluidly between products, brands and experiences that help express who they are, how they feel and what they want to share. As a result, the most compelling collaborations are no longer driven by product logic, but by cultural relevance. The Cadbury Dairy