"Relevancy is every brand’s lifeline. So is creativity. Yet, both get easily lost in the everyday brand operations, business targets, and commercial planning."

"Relevancy is created by mixing a) what a brand stands for (a set of values), b) why it exists in the world (purpose), c) how it interacts with culture (strategy) and d) where consumers spend their time, attention and money. Brands with history and heritage can achieve relevancy by taking what people already know about the brand and are nostalgic for, and positioning it in a way that feels fresh: by creating hooks to the current moment. Those without history and heritage start from creating these hooks, and carefully weaving a story."

"Creativity fuels relevancy. It’s an internal mantra that permeates everything a brand does. It’s the organizing principle of a company, and a North Star of teamwork, processes, communication, and problem-solving. Creativity doesn’t exist in isolation; it requires diverse information sources, a more nuanced interpretation of history, heritage, culture, and digging deeper beyond the surface trends. Creativity is key for a brand taking part in cultural dialogue, not being outside of it. Creativity is most visible in how brands approach:...".

Article: Creativity & Relevancy Flywheel