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. This is what it takes to be a modern, culture-led brand.
Evolving the playbook
Culture is everything—living, breathing, and constantly evolving.
At Platform13, we know how to read, decode and translate the right and ever changing cultural shifts relevant for our clients to drive reach and relevance, hype and depth, numbers and nuance through meaningful brand activity and storytelling.
This starts from people, places and spaces that haven’t yet reached Big Data thresholds yet.
From emerging cultural movements and/or new expressions within established cultural territories. From grassroots and DIY initiatives and artists and collectives experimenting with technology and creativity. These directly impact new media models, new shopping behaviours and create new cultural rituals, codes and practices.
Culture has always moved this way, newness bubbling up in response to the mainstream, disrupting it, interrupting it, breaking formulas at the emergent stage along what Leila calls the Cultural Pipeline (explored in depth in her book, Culture Led Brands).