Brand, James Brand
Surely there are few brands as truly global as James Bond. In fact I read that about half the world’s population has seen a James Bond film. In the 1950s when seven of the original books were written, Ian Fleming bucked every trend; Britain was conformist and austere, Bond was everything but, he offered an escape.
Fleming did not write great literature, but he knew what his audience wanted; style and excitement were in short supply in post-war Britain so he wrote about exotic food & places, gadgets & machines, as well as sex snobbery and violence!
When times are tough, think about selling your tribe an escape!