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Cultural relevance cannot be achieved with major rebranding efforts and media and PR blitzes. It needs to be organically grown and fostered throughout the organization.
The question is, how?
I have worked in cultural branding for more than two decades. Through my experience, I believe marketers must understand four interrelated concepts especially well in order to rewrite their marketing playbook for greater cultural relevance.
Cultural relevance
Let’s start with the objective itself. Cultural relevance refers to a brand state when people feel compelled to talk positively about that brand and advocate for it, at any time (and not only during the campaign cycle) because it deeply connects with them within the context of what is happening in the world. This connection is established when your brand makes a positive impact on and with their communities and engages with them credibly, meeting them how and where they are.
Cultural marketing
It’s also important to take a step back and define cultural marketing.
Cultural marketing is marketing. Even before 2020, global cultural shifts—the climate emergency, technological advancements and political influences—began shifting audience behaviors and mindsets and challenging big brands to embrace cultural relevance as an opportunity. In our post-2020 world characterized by uncertainty, complexity and a new financially empowered generation that values privacy (impacting third-party data), traditional marketing-funnel strategies are no longer sufficient for reaching and engaging audiences. The new generation seeks meaningful relationships and shared values with brands.
Knowing how to read and analyze cultural shifts specific to consumers, then adjust brand plans accordingly, is how a company can drive reach and relevance, hype and depth, numbers and nuance. This is modern marketing.
Cultural positioning
To be truly culturally relevant, you must rethink your entire approach to product, culture, consumer and commerce. Realign your brand to discover its special role and place in the world for your audience and community. It’s a role only your brand can fulfill, addressing or navigating the global shifts affecting the target audience and positively impacting that much-desired brand differentiation score. If executed correctly, this can put companies on the path to sustainable, equitable and meaningful business success.