De-wanking culture and getting punched in the face
Do brands shape culture, or are they shaped by culture? Both are true, but the reality is, increasingly, it’s the latter, according to Hopeful Monster’s creative partner, Carl Moggridge.
Apologies for the offensive title, but it feels accurate. The way we talk about culture is wanky. And when you talk about it differently, you get punched in the face.
When we started Hopeful Monsters one year ago, it was born out of the belief that the most effective brands in a category have an innate understanding of the culture that drives it.
One year on, that’s not just a belief, we know there is a causal link between impacting culture and hard business effects. It also feels more important than ever. Now, I’m certainly not elevating this point of view over another. There’s enough dogma in marketing. It’s additive.
