Hi, I'm Florencia Lujani, and this newsletter is an opportunity mix the wonderful world of culture, creativity, strategy, communications, brands, ideas, and more.

👋 About me. I’m a 90s kid, born and raised in Buenos Aires, Argentina. I spent a decade working at global creative agencies and now work in climate communications. I’ve done all sorts of strategy work: strat comms, brand strategy, social and digital, PR, cultural, etc. I have an MA Cultural Studies from Birkbeck, University of London, so I’m prone to some academic reading and writing. I love movies, pop music, and I always say YES to a plan.

🌟 Cultural shifts impact strategy in so many ways. How we talk, what drives hype and interest, what sells quickly, what is tone-deaf - all influences communications. This newsletter is an excuse for me to explore culture as a strategic asset that delivers brand value (in this post, I explain what I mean by this in more detail)

⚡️ Why Cultural Patterns? Culture is this big thing around us that can get lost disguised as ‘normality’, but it’s constantly evolving. Most of the time the pattern of culture changes without us noticing, and sometimes we only become aware of it when we find ourselves in weird surroundings. I’m constantly looking for the slight variations of the pattern, the weird and the new coming from somewhere unexpected that leads to new opportunities and new ways of thinking.

Sign up if you’d like to receive all updates, and feel free to connect with me on Linkedin or Bluesky.

Here are some of my articles:

🌳 Building business for permanence, not performance

🙏 Creating business prosperity without economic growth

🌟 Relaunching Brands with a Cultural lens

🌎 Building Global Brands, One Market at a Time

⚡️ How to Identify Cultural Patterns and Improve your Strategic Thinking

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