Culture is the stuff of life
Culture is how we communicate, how we behave, and who or what influences us—it’s woven into every part of our lives. Cultural relevance for a brand happens when people advocate for it, defend it, work for it and champion it at all times, not just during a paid campaign window.
This connection runs deep, rooted in how the brand shows up in their lives, their fandoms, and the wider world in ways that feel authentic and meaningful. This is how brands are both discovered and built today.
Evolving the playbook
Driving brand discoverability through credible cultural strategy is key for success. This means evolving the brand playbook to break the traditional formulas to attract & engage ALL your existing audiences - communities, fans and consumers - where they are and how they want.
Brands must go beyond surface-level demographics and get to grips with the realities that shape their audiences lives. To be relevant, brands and companies must dig deeper than traditional demographics and insights to truly understand how culture, identity, politics and policies affect their audiences and their behaviours.
Getting this cultural intelligence right can craft brand activity that resonates visually and meaningfully, driving positive impact and sustainable growth.