People are the challenge. Not tech. As our world changes, human behaviour is erratic. We no longer know how to react, who to believe and what is truth. Humans are consuming contradictions, which is why brand strategy must start and end with understanding people as they come to terms with this new age. That’s where cultural anthropology comes in. It is a study of human behaviour to help understand and explain why we act the way we do. It is the way to cut through the loud minorities and woke thinking and get to the truth of what makes a human act and react. And it is what every business needs to use if they are to connect and resonate with people about what they do. This is brand strategy through social science built on deep observation. This is not market research where a select few are paid to overthink reactions in an artificial setting. It is about helping business find the brutal truths about its customers, before creating powerful stories that will resonate and connect.. Our approach always begins with cultural anthropology but the secret sauce is added through 2000 year old Greek philosophy where we probe and poke what we see, always asking why. The result is radical, ground breaking new thinking that powers people within a brand through new understanding of why they are relevant and why they matter. It means we create brands with deep relevance to cultural truths and those they seek to serve. This is new age brand strategy. And it changes everything.