We are a global strategy & cultural intelligence
consultancy powered by meaning.
We are helping brands and businesses adapt to the shifting cultural context of the 21st century to create meaning, cultural relevance and real value for people in these rapidly changing times.
We advise brands and organisations on how to maximize value creation and meaningful growth from the point of view of where the businesses, culture and society are going today. We partner with brand and business leaders to restore their true meaning and core essence and deliver real value in people's lives.
The new meaningful strategy lives at the intersection where the two worlds collide: where the brand and business essence meet the human essence. We are connecting these two worlds to help organisations bridge the meaning and value disconnect between what brands say & do and what people actually value to create new meaningful, valuable and lasting connections between brands and people.
Cultural irrelevance and value fragmentation are the biggest reasons why brands struggle to grow and retain value today. Meaning is what encapsulates value: it is the inner symbolic quality of all things around us, be it brand transactions or human relationships. With meaning and cultural relevance at the core, brands can become meaningful to people, resonant in culture and profitable in business again.
Understanding how the codes of culture impact people's values, needs and behaviours helps brands unlock their true value, create authentic meaning, improve meaningfulness and drive meaningful growth.
Meaning.Global was founded in 2017 as a direct reaction to the ongoing meaning crisis in the industry, caused by the unprecedented level of change, global cultural complexity, industry fragmentation and technological disruption over the past decade. Our goal is to help brands and businesses stay relevant, meaningful and profitable amidst global culture change. We aim to help brand and business leaders understand the destabilising social and cultural foundations of the world we live in and equip them with the hidden knowledge of culture to inform more meaningful, relevant and profitable future strategies.
We explore the changing nature of big concepts of our time, such as well-being, purpose, spirituality, meaning, diversity, gender, identity, trust, loyalty, luxury, consumption or post-truth to understand how today's global cultural context reshapes the meaning of brands. We study how cultural shifts in society affect the value of brands and discover new and previously unseen opportunities for future growth.
Meaning is quickly becoming the most valuable currency of the 21st century. We have an abundance of data, but we lack sense. We lack perspective. Therefore, what we need isn’t more data, but more intelligence to interpret the data we already have in a larger cultural and social context. Context is where the real value is – it's not in the data, it's outside of the data looking in.
That's why we look at the world of business from a holistic perspective. We see brands and organisations as the living dynamic ecosystems of cultural meaning. Brands are all about meaning. They are in the business of meaning exchange. People value meaning. We don’t buy brands; we buy what they represent. We consume what brands mean to us: their personal relevance to our own values that we can identify with.
The 21st-century economy is the economy of meaning. Managing value today undoubtedly means managing the meaning of brands. So, starting 2020, lead with meaning. Brands that will take charge and learn how to control their own symbolic meaning will become the masters of their future destiny.
Welcome to Meaning.Global: The Next Generation Of Strategy.
THE LUXURY RENAISSANCE:
THE REBIRTH OF LUXURY FOR A NEW WORLD
In collaboration with the EAT LOVE SAVORⓇ International Luxury Lifestyle Magazine, we are starting a new monthly online show called "The Luxury Renaissance" with the vision to elevate the conversation and create new knowledge.
Co-created and co-hosted by Dr. Martina Olbertova and Angela Tunner, with our guests, we are going to explore the new paradigm of luxury and dive deeper into the newly emerging subjects that will impact the luxury industry moving forward, such as wellness and well-being, spirituality, reconnecting with our human essence and soul, elevating human life through the power of beauty and aesthetics, the art of home or the social, anthropological and historical ramifications of luxury. All of that, to create a rich context and help brands create new meaning.
Learn more information about our new show:
THE LUXURY REPORT: HOW IS THE NEW MEANING
REDEFINING THE FUTURE OF LUXURY?
What do the current shifts in culture and society mean for the future of luxury?
What does luxury mean to the next generation of new global consumers?
How is the meaning of luxury being redefined in the 21st century?
The Luxury Report looks at the five biggest cultural shifts redefining the global luxury landscape and offers five strategic actions that luxury brands can take to create new value and relevance for the next generation of consumers today.
The face of global luxury has changed beyond recognition. Luxury brands are facing a lot of new challenges and are struggling to accept this redefined global reality as the new normal.
Cultural irrelevance is one of the key reasons why global brands struggle to retain their value today. This is especially important for luxury and heritage brands as their value is tied to their symbolic and cultural value. When meaning structures get destabilised, brand value gets eroded which causes volatility.
All is not lost, however, but winning the cultural battle means gaining a new type of knowledge. Understanding how cultural shifts and macrotrends affect brands and business is key for brands to remain relevant and profitable.
To help luxury brands revitalise, restore their sense of value and regain cultural relevance, we need to redefine what the very essence of luxury means to people today to match our needs and expectations in the 21st century.
THE MEANING GAP:
WHAT IS IT AND HOW CAN YOU OVERCOME IT?
Global brands today suffer from many ailments today, but perhaps the biggest one where most value gets lost has to do with the meaning gap. This is a symbolic trap that makes things look right on the surface (as a form) but doesn’t really make sense on the inside (as a substance).
We can help you bridge the meaning gap at your brand and business once and for all.
We use applied cultural intelligence, brand intelligence, strategy consulting and tailored meaning workshops to help you create new insights, meaningful propositions and a real value for real people.
Explore how the shifting symbolic
meanings in culture and society
impact your brand & business to
create cultural relevance
Find out if the message your brand
says differs from what you intended to
communicate to maximise clarity,
brand relevance & effectiveness
Lead with meaning at the core of your
brand and business to drive value &
long-term growth from the inside out
BRAND & BUSINESS
WORKSHOPS & SPEAKING
Inspire your teams, colleagues and
audiences and learn how to
create authentic meaning
in business, branding & marketing
WHAT IS THE VALUE OF MEANING IN BUSINESS?
Here are some of the latest published articles, opinion pieces, interviews, podcasts and workshops on the role of meaning and cultural relevance in branding, marketing and business strategy. They deal with meaning from multiple perspectives: from value creation and brand growth, creative ideas, brand strategy, campaigns, storytelling and design to shifts in culture and the need to explore how brands and technology reshape our society to humanise businesses and nudge social change.
Meet The Person Behind
Martina's work has been featured in:
Founder & CEO
Dr. Martina Olbertova is the world's leading expert on creating meaning and cultural relevance in business. She is a social scientist, brand advisor, cultural strategist and a semiotician on a mission to redefine the role of meaning in business. As a writer, speaker and cultural consultant, she educates brand and business leaders on how to be more culturally savvy and lead brands with meaning at the core.
Martina is most interested in social and cultural change. She focuses on how the shifts in society redefine the perception of meaning in our culture today. In her work, she helps brands navigate the quickly shifting symbolic meanings in the world around us to help organisations understand and profit from culture change. She works with brands from across all sectors to evolve or redefine their meaning, reconnect them to their essence and create real value that resonates with people in the context of culture. Her goal is to bridge the meaning gap between brands and society to restore real value, meaning, trust, integrity and long-term growth and offset the ongoing crisis of meaning.
With 15 years of international experience from the UK, Ireland, USA and Czechia, Martina has had a chance to work on diverse strategy, insight and innovation briefs for global brands, such as Kantar, Unilever, Vodafone, IBM, London Gatwick, British Land, ICAEW, KBC, Visa, Lloyds Bank, Bank of Ireland, Heineken or Pernod Ricard.
She holds a doctorate in Media Studies from the Charles University in Prague and also studied at Georgetown University (USA) and University of Glamorgan (UK). As a visiting lecturer, she taught Semiotics and Cultural Branding at universities in Czechia, Trinity College Dublin and spoke at conferences in London, Paris, Toronto, Istanbul, Manila, Shanghai, Amsterdam, Prague, Berlin, Slovenia & Morocco.
Martina is a contributor to Forbes, Branding Strategy Insider, WARC AdMap, Luxury Daily, Luxury Society and the author of The Luxury Report 2019 on Redefining The Future Meaning Of Luxury. She's also an advisor to The Core Code, a global think-tank on brand, and a fellow of the RSA.
She is passionate about seeing the invisible layers of reality and tapping into unseen opportunities to unlock new value and meaningful growth, humanising businesses, social change, semiotics, anthropology, behavioural science and all things culture. She is based in Europe and available for strategic consulting, speaking and workshops worldwide.