Build a cultural council

Create a collective of people—those who reflect your target audience and those who don’t—to provide insight throughout the process. Internally, that might be a representative from an ERG or someone from an adjacent department not directly tied to the campaign. The key isn’t just to ask what people like, but to ask how people feel.

Most importantly, there must be space for open, unfiltered feedback. You need people in the room who can raise a hand and say, “This might be a problem,” before it becomes one.

Test early, internally and externally

Don’t wait to test your work until after the final cut. Put your creative in front of people who don’t look, live, or think like your team, and do it early in the process. If it doesn’t land there, it won’t land anywhere. If something feels off or needs adjustment, you still have the time and the budget to pivot with intention rather than scramble under pressure.

Don’t just ask “Is this witty?” Ask, “Is this clear? Is this safe? Could this offend?” If you’re not sure, ask H&M how its “Coolest Monkey in the Jungle” sweatshirt turned out. It wasn’t intentional, but it was avoidable.

Good marketing isn’t just about being clever. It’s about being aware. In a culture where every campaign is a conversation, your brand’s tone isn’t just what you say—it’s how you’re heard. So, if you’re planning to play it cheeky, be sure your audience is in on the joke. After all, maybe American Eagle really does just have good genes … I mean jeans.