In his latest Culture Vulture column, Leo Rayman ponders #WTF moments. We talk about them a lot at Grey – those moments when you see something so weird it stops you dead. But how do they happen? And how can brands harness them? Here, Leo argues that culture – unlike price or product – can’t be copied; indeed, it the biggest sustainable advantage a brand can have today. And that to make an impact on culture, brands need a position – even if it costs them or alienates some customers.