Cultural Relevance Happens on Camera
In a world where culture moves at the speed of video, relevance is no longer planned: it’s performed. Sara Riis-Cartensen, Head of Brand at Lufthansa, the biggest airline in Europe, explores how brands must shift from campaigns to continuous presence, and why showing up on camera has become the fastest way to participate in culture, build trust, and stay relevant.
Sara Riis-Carstensen
Head of Brand Strategy & Brand Management, Lufthansa Group
Brand strategy starts with culture, not the brand. Sara Riis-Carstensen built LEGO's first global brand strategy – making it the world's most powerful – and now leads brand strategy at Lufthansa Group. She joins us on cultural relevance on camera.
