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Colin Drummond is Group Director, Cognitive &
Cultural Studies, at Crispin
Porter + Bogusky. One of the world’s hottest
brand-building agencies, CP+B has been recognized
as US Agency of The Year the last 2 years running.
CP+B also has the distinction of being the only
agency to win the Grand Prix at Cannes in three
of their major categories: Film, Media and Titanium.
Born and raised in Montreal, Colin studied at U
of T. He spent 9 years working in Toronto’s
ad industry, developing strategies for clients like
Coca-Cola, Bank of Montreal and Purina. Colin headed
to San Francisco in 1999. Colin works with brands
that include MINI Cooper, Burger King and now Volkswagen.
Trends: Can culture trump
consumer?
Quick, answer the following question: is it better
to promote your brand’s best qualities within
the prevailing culture, or to change the culture
to better align with your brand’s best qualities?
Colin Drummond addresses this question. Most companies
expend enormous resources developing products and
services that consumers say they want, and ignore
the culture within which consumers operate. CP+B
believes that culture wants to change and brands
have a role in chang-
ing it. When a brand needs to differentiate itself
from competitors to drive business, it also has
an opportunity to initiate a con-
versation with the greater world around it using
ideas that challenge accepted social and cultural
beliefs.
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