Conference: Oct 5-6
Workshops: Oct 7
Reach Is Not Influence: The Content System that builds cultural impact and proves it
Robin Karakash (CEO, Curious Altitudes + former CMO, ASICS, Curious Altitudes)
Tash Walker (Founder, The Mix Global, The Mix Global)
Date: Tuesday, October 6
Time: 2:45 pm - 3:15 pm
Pass Type:
All Access, 3-Day, 2-Day, Digital -
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Session Type:
Session
Audience Level:
Intermediate
Track:
Audience Building
Vault Recording: TBD
Audience Level: Intermediate
Your content is being seen. Your dashboards say so. And yet in the next planning meeting, someone will ask why none of it is moving the business. This is the defining tension of content marketing in 2026: we've optimised for reach and lost influence. AI has made insight generation fast and cheap, which means every competitor is briefing from the same observations, producing the same content, chasing the same audience signals and copying each others playbooks. The result is a flood of content that performs at people rather than connecting with them and a growing inability to explain to the CFO why any of it matters.
Robin Karakash and Tash Walker have spent a combined three decades helping brands like Mozilla, ASICS, Coca-Cola and Diageo do something different by connecting and building content that owns cultural ground.
In this session they'll show how the brands winning right now start from understanding a cultural tension, the real friction their audience is living inside and build and own a narrative system around resolving it. They'll show you how to measure it: from cultural conversation share and narrative adoption to the two brand markers that predict long-term growth but often forgotten on dashboard.
You'll leave with a diagnostic, a narrative leadership framework and a measurement system you can take back to your team on Monday.
Takeaway
- How to identify the cultural tension your brand is positioned to own and why it produces better briefs than any consumer observation AI can generate
- The LOCATE→OWN→COMPASS→SWIM framework for building a narrative system that holds together across channels, teams and markets without constant realignment
- The influence measurement stack your CFO will actually respect.