To move at the speed of culture, brands must understand what that culture means
Dan Young, MD of consumer PR and influence at Ogilvy PR, explains that by developing brand platforms that provoke rather than merely promote, CMOs can establish a solid foundation for culturally relevant communications.
Modern CMOs face a critical challenge: transforming their brands from passive participants in culture to active shapers of culture.
The theory is that brands can create strong connections with audiences by challenging societal norms, cultural perceptions and consumer behaviour. When executed successfully this “culture-first” approach not only fosters brand loyalty but also provides a broader canvas for creative expression, relevance and campaign development.
CMOs often hear that their brands must “move at the speed of culture.” While this is a compelling mantra and a proven approach to brand building, many marketing leaders struggle to fully understand its implications or how to effectively put it into practice. While the industry often emphasises the need for brands to keep pace with cultural shifts, there’s a significant gap in understanding the how.
Most brands are like politicians, emulating hope whilst gouging our money, giving little back to the consumer and ample back to the master. Sickening really.