On the StrawberryFrog blog, Scott Goodson, who runs the US office of the celebrated creative agency, argues that companies need to consider Global Soul Branding to cater for the Active Mosaic of trans-national culture that is spreading around the world.

On the StrawberryFrog blog, Scott Goodson, who runs the US office of the celebrated creative agency, argues that companies need to consider Global Soul Branding to cater for the Active Mosaic of trans-national culture that is spreading around the world. Scott says:

“The Active Mosaic” – How yesterday’s melting pot or salad bowl is becoming a continuous amalgamation of random cultural influences.

From Mono- to Multi- to Transculturalism. First, it takes the form of exposure to another culture. Then, a ‘tossed salad.’ From there, multiculturalism evolves. From a Canadian’s perspective who has lived during the melting pot era of politics in that country, the melting pot simply assumes too much. A mosaic is a better metaphor, but only a snapshot in time, which ultimately led to the Benetton cliché—assimilated transculture. An ‘active mosaic’ best explains the phenomenon. Existing culture meets emerging culture, they exchange and mutate characteristics – creating an ever-evolving mosaic of global, organic living culture. Some examples of this are Remixes and hybrids: design, arts, media, social. Musical genre-blending. Film allusion and homage. TV remakes and exports. Food and drink fusions.

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