What we can all learn about exporting cultural capital from brands like MINI. View More

In an increasingly global and hyper-connected economy, the idea of brands as a medium for cultural exchange has never been a more potentially profitable strategy.

But it's not an easy or superficial task if you want to make a success of it, as Founder of Creative Semiotics Chris Arning, Michelle Roberts, General Manager - MINI Brand Communications at MINI UK and Sam Noble, Chief Strategy Officer at iris Worldwide, will explore.

In particular we will be looking at how brands like MINI, Burberry and Visit Britain, among others, have been making the most of the meaning and impact of cultural codes embodied in the notion of modern 'Britishness' and what lessons other brands can draw from this, whatever their origins. View Less