Rin

How P&G, Coca-Cola, Thums Up and Rin have managed to generate cultural resonance where it didn't exist before

In today's Content & Culture write-up, Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, analyses that brands may find a convincing way to connect themselves with the upcoming Olympics, but do they have the cultural sanction to do so? And even if they can associate with the event in some way, will their audience find the association acceptable?