Why brands actually benefit from staying true to their cultural roots

Six years ago I moved from the US to the EU to break from American culture and try something new. But in this short time, I’ve seen Amsterdam, my adopted home, morph into a place that can sometimes feel culturally more like San Francisco than a major European capital. My anecdotal experience is the result of a larger commercial exchange between Europe and the United States reaching new heights. A flurry of retail investment apps inspired by America’s Robinhood are getting Europeans,