There was a department. Its job was navigation, so of course the Head was called “The Captain”. It had begun by reaching culture, finding ways the brand could swim with the tide or better still create waves – nautical metaphors were popular. It had some minor successes, bursts of interest that won an award or two. But recently the metaphors were around reefs, dangerous currents. It’s job was navigating the culture wars. Teams monitored the signals, played catch-up with the algorithms, checked the brand’s messages: changing words and generatives on the fly. The Captain and its crew were always on watch.