Culture & Commerciality: Turning Cultural Relevance into Business Impact
Session Overview
For years, brands have debated whether to build culture or drive commerce. Samuel Minns argues that the strongest brands do both.
Through examples from Apple, Levi’s and emerging cultural brands, this session explores how cultural relevance can be created, engineered into the business, and converted into consumer demand.
Culture
→
Desire
→
Demand
→
Commerce
Samuel will examine why culture needs to influence product, partnerships and commercial strategy upstream, rather than being applied by marketing at the end.
The strongest brands do not choose between cultural relevance and commercial growth — they build systems where one drives the other.
Speaker
Samuel Minns
Head of Marketing & Brand Experience, APAC
Formerly Levi Strauss & Co.
Samuel Minns is a global marketing leader with experience
across some of the world’s most iconic consumer brands,
including Levi’s, Nike and Apple.
His career has focused on the intersection of brand, culture, product and commerce — building culturally relevant ideas that translate into consumer demand and commercial growth.
Most recently, he led Marketing & Brand Experience across APAC for Levi Strauss & Co.
His career has focused on the intersection of brand, culture, product and commerce — building culturally relevant ideas that translate into consumer demand and commercial growth.
Most recently, he led Marketing & Brand Experience across APAC for Levi Strauss & Co.