South Africa, Sept. 18 -- The term "cultural relevance" is all the buzz, but is it really culturally relevant when a brand simply hops on the latest meme, references the current big sports moment, or issues a token nod to whatever's trending?

This approach feels like the brand version of just dropping in for a quick photo, then leaving. It's a lot like being a cultural tourist, but in a digital way. What's missing is understanding why cultural relevance matters and how to make it last beyond a fleeting moment.

Actual cultural relevance starts with a connection to the fundamental truths and shifts driving how people live, think and behave. This is where a first principles approach matters.

At its core, first principles thinking is about...