[00:08:42] Cultural Relevance Is a Business Imperative — Cultural resonance is no longer a luxury for brands—it’s a necessity. Julian explains how the “sliver of marketing” once reserved for cultural relevance has become a cornerstone of brand strategy. For CMOs, the challenge lies in anticipating cultural trends and aligning them with their brand’s identity in ways that feel authentic. Whether it’s through partnerships with creators, entertainment properties, or sports, brands must navigate this complex landscape to connect with younger audiences like Gen Z and millennials, who demand more meaningful and values-driven engagement. Brands that master this balance can forge lasting emotional connections with their consumers.

[00:15:51] Redefining the Creator Economy: Beyond Transactions — The creator economy, while thriving, has reached a saturation point, with brands struggling to stand out amid a sea of influencer collaborations. Julian believes the future lies in strategic, long-term partnerships where creators are treated as business collaborators rather than just channels for amplification. By supporting creators as they build their own brands—like Emma Chamberlain’s coffee line or Issa Rae’s ventures—brands can foster more authentic relationships and unlock greater value. This evolution offers a blueprint for brands to shift from transactional campaigns to collaborative partnerships that drive cultural impact and consumer trust.

[00:18:45] Sports as a Platform for Cultural Convergence — Sports have become much more than a stage for competition—they’re now cultural powerhouses where fashion, streaming, and celebrity intersect. Julian explains how this convergence creates unparalleled opportunities for brands to engage with diverse audiences. From partnerships with leagues like the NBA to collaborations with athletes building their own ventures, sports offer a dynamic, live platform for storytelling. Furthermore, the rise of social media, fantasy sports, and even gambling has transformed how fans interact with sports, enhancing its value as a cultural touchpoint. It’s a platform where brands can tell stories, create moments, and tap into culture in a way few other mediums can. For brands, investing in sports isn’t just about visibility—it’s about connecting with audiences on a deeper level.