.... Think scripts, think drama, think narratives, think Madonna: The ultimate chameleon who personifies good girl, bad girl, material girl, virgin and whore. Opposing reinventions, all part of Madonna’s imaging. This wide and complex range of fascinating style exploration has turned her into a unique pop culture goddess. The creative catalogue of characters that she and her style soldiers have invented over the years is best described as a one-woman fashion show, that spans nearly half a century.

Reinvention and new cultural ideas have the potential to fascinate and take brands onto a bigger stage. In the last thirty years, technological, social and economic changes and their impacts on every aspect of life have set a hasty pace, and we now expect from performers, celebrities, brands, designers, what we expect from theaters: wit, wonder, awe, drama, inspiration and reinvention.

This flowing, fleeting progression of cultural ideas is evident throughout history. It seems like there is something essential and fundamental about this. That changing culture is somehow part of human nature. New information, ideas and reinvention seem to grab our attention and fascinate whereas older ideas fade away. We seem to have an in-built drive to adjust to changing cultural conditions, and a constant yearning to know: how are things done these days? Change is to be welcomed because it heralds progress. This might be the reason that Tony Blair labeled his policies “New Labour, New Britain”, introducing the equation of “The New” and “The improved” to his politics and repositioning his ideas as belonging to the new generation....