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

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

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 brand was venerated for its ad while the other was attacked for a promotion in poor faith and taste. Why one works and the other one doesn’t?

Stylus: What do you think are the key learning points in these two approaches?

Stylus: In brand communications, what differentiates elevating a lived experience from cannibalising it for consumption?

Stylus: I really like the idea of a meaning footprint. Thinking of green donations on plane tickets that are meant to offset individuals’ carbon footprint: is there redemptive work brands can do to offset their negative meaning footprint?

Stylus: How can brands demonstrate involvement in their own betterment without being accused of pandering? Can you think of a brand that has done some successfully?

Stylus: It’s really hard for brands to know what context their communications will be seen in, and whether in certain contexts they will cause offence — how can marketers mitigate against this without just resorting to bland generalisations?

Founder & CEO Meaning.Global. Social scientist, writer, strategist and semiotician exploring the nature of consciousness, cognition, social and cultural change.

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