Serena Jacob
Aug 22, 2018

How to stay relevant as cultures evolve

While broad archetypes are handy as mental shortcuts, brands must keep pace with changing cultural symbols and nuances to form a deeper connection with people—and avoid looking foolish.

I recently read an account of the launch of Apple. The simple logo which is now ubiquitous across the world was designed to convey a meaning knowledge. Despite its simplicity, the logo is loaded with associations. At the time, cultural anthropologist William O’Barr commented that the logo evokes a biblical story. “Taking a bite of the apple signifies challenges to divine authority and submission to the forces of nature. As with Eve’s apple, Apple computers offer humanity a...

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