In a market overwhelmed with messages and offers, differentiation is no longer a strategy. It is the condition for relevance. Attention, now the rarest of currencies, disappears within seconds. Loyalty is eroding, trends are accelerating, and consumers, more demanding than ever, seek authenticity beyond the noise. In this landscape, sameness has become the norm and caution a brake, leaving brands with an existential dilemma: how to exist, stand out, and balance uniqueness, commitment, and cultural relevance?
Following established rules is no longer enough. The brands that thrive today do not imitate, they dare. They set their own standards, define their own rules, and create their own vision of success.
This is a bold alternative to the pursuit of mere visibility: a call for relevance, memorability, and, above all, differentiation through risk-taking.
As Cécile Ayed, President of the CBA and Coley Porter Bell network, explained in an interview with Le Figaro: “Branding is not about following trends, it is about creating them.” This bold perspective underpins our philosophy at CBA. It is made possible through a deep understanding of cultures and audiences, strategic coherence, and local adaptation — without losing sight of the brand’s heritage.
Credit: Le Figaro, Regards des Dirigeants, July 2025
Today’s landscape is a battlefield for attention and relevance, where brands face several critical obstacles:
- Cognitive overload and fragmented attention. The average attention span is eight seconds. Although people spend six hours online, only 20% of content is read (Nielsen Norman Group, 2023). How can interest be captured and sustained in this endless flow?
- Volatile audiences and declining loyalty. 75% of consumers tried new brands after the pandemic (McKinsey, 2023). Loyalty is no longer a given; it must be earned every day through renewed, meaningful connection.
- Homogenization and loss of distinctiveness. 80% of major brands are losing differentiation (BAV, WPP, 2025). The danger is not failing by daring, but vanishing into the crowd by conforming.
- Complexity of touchpoints. Marketers juggle an average of fourteen channels to reach audiences (Hubspot, 2024). Consistency and impact are essential to building a lasting presence.
In this environment, playing it safe is tempting. Yet the numbers are clear: only 13% of companies consider themselves ready to take creative risks (Lions, 2025). Meanwhile, bold brands grow 33% faster (Deloitte, 2025). The real risk is no longer boldness, but inertia.
A striking example is Lux (Unilever), the feminine hygiene brand, which embraced women’s empowerment; but adapted its message to each market. In Saudi Arabia, where women are more educated than men but only 16% are employed, Lux supported local women (doctors, photographers, and more) by improving their online visibility through Google search.
Instead of launching a generic feminist campaign, Lux created a subtle yet powerful gesture of empowerment, one that respected cultural codes while offering lasting impact.
This measured approach embodies a new kind of engagement: rooted in local realities, faithful to brand values, and expressed through concrete action.
To be relevant and memorable is the central challenge.
It begins with a step too often overlooked: understanding the starting point, the audience, and the cultural context. This is the principle of grounding that CBA stands for.
In this shifting context, the role of the agency evolves.
It is no longer a service provider but a true partner, an architect of boldness, a catalyst for distinctiveness. Its mission is to help brands carve their own path, break free from convention, and unlock their unique potential.
We bring in experts from the human sciences, anthropologists, ethnologists; who, supported by AI, help us gain a qualitative and precise understanding of consumers in every market. This enables us to define sharp insights and test creative concepts quickly, accelerating the design process.
We are strategic in our creativity, and creative in our strategy.
At CBA, our philosophy rests on three core principles:
- Beyond the big idea: cultivating brand intrapreneurship. A brilliant idea alone is not enough. Brands must gain the confidence to dare, to embody their vision internally, and to turn intention into real impact. We support intrapreneurs within organizations, helping them identify opportunities, navigate uncertainty, and make boldness part of the culture rather than the exception.
- Human-centered creative strategy: transcending cultures for resonance both global and local. Our approach goes beyond market analysis. We dive into cultures and communities to uncover deep values, aspirations, and frustrations. The goal is not conformity, but understanding that allows transcendence. As Anna Kohl (Global Executive Strategy Director at Landor) puts it, today’s consumers seek “participatory authenticity.” Brands must anchor themselves in culture and in people’s daily lives at every touchpoint, creating instant emotional connections — a sensory shortcut to meaning.
- Artificial intelligence as an amplifier of intuition, not a directive. We work with specialists in the human sciences — anthropologists and ethnologists — who, with the help of AI, give us refined insights into consumer behavior in every market. This enables precise understanding, rapid testing of creative concepts, and accelerated creation processes. For us, AI is not an end in itself but a powerful ally. Tools such as Personia use AI to sharpen insights, unleash creativity, and personalize experiences at scale. At CBA, AI enhances human intuition rather than replacing it. It allows us to explore new paths, take informed risks, and achieve meaningful differentiation.
As Cécile Ayed sums it up:
“Our role is to help brands find their own voice, not to imitate someone else’s.”
By building confidence and encouraging informed risk-taking, aligned with audiences, we help brands break free from limitations and define their own standards of success.
People expect brands to act.
First, you need legitimacy to take on a cause.
Second, you must have the means to act consistently over time.
In a world in constant motion, reinvention is the key to longevity.
The brands that succeed do not follow, they inspire and resonate. They dare to break conventions, shape their own rules of the game, and express a unique, authentic identity.
At CBA, we are proud to act as catalysts of this transformation. We invite brands to trust themselves, embrace boldness, and use innovation as a lever for impact. We remain attuned to cultures and communities not to be led by them, but to transcend them. With this foundation, every act of communication can become a defining moment — meaningful, consistent, and aligned with both brand identity and future ambition.
With boldness and cultural insight, the era of brand differentiation can truly begin.
The future belongs to brands that dare.
Taking a stand is one thing. Preserving it internationally without losing identity is another. The answer lies in a subtle balance: respecting the brand’s roots while adapting to local codes.
Each market has its own symbols, habits, and expectations. Integrating them doesn’t dilute the brand—it ensures credibility. This is about coherence with the brand’s DNA, not just image.
Consider Bel in Japan: selling cheese portions as in France wasn’t viable. Instead, the product was reinvented as a healthy, bite-sized “sweet cheese” snack—evoking French macarons while fitting Japanese tastes. The result: a product that feels new, yet unmistakably Bel.
This cultural translation is also a narrative one: ensuring the brand remains consistent and credible, even far from its origins.
