Cultural Relevance: Don’t Cannibalise, Capitalise Instead (Full interview)

This piece was originally done as an interview for the Stylus Trend Report.

Culture is quickly becoming the new product today, which makes it increasingly important for brands to ‘hit the mark’…

This is a full version of the interview with the Stylus Innovation + Advisory for the trend report No Offence: How Brands Can Speak the Language of Now. Covering an important subject for brands to tackle in their strategy today, this report discussed how properly engaging brands in the codes of culture can spark new kinds of relevance. We talked about the very concept of cultural relevance, the difference between elevating lived experiences and cannibalising on culture for profit, the lack of systemic understanding of culture in brand management, the need for brands to take back control over managing their meaning footprint (how they show up in the world) or how brands can create vibrant cultures to create their own vital contexts.

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Stylus: Nike’s Nothing Beats a Londoner ad vs Puma’s House of Hustle event in London both navigated cultural context to varying degrees of success. One…