Building Meaningful Brands Which Make, Shape and Define Culture To Drive Business Growth
17.10.24
Why?
“How can we get our brand into culture?” (Said by every marketer, ever, since c. 2015)
It’s become clear that brands and businesses can no longer afford to sit on the sidelines when it comes to what is making and shaping culture. But hijacking and jumping on every meme and trend is not the answer. Consumer expectations mean that brands can’t just respond and react (that’s table stakes, and often dangerous) to what is happening in culture.
What brands do must be enduring, meaningful and sustainable.
Why now?
There’s no doubt that a close interplay between brands and culture drives connection, equity and growth.
In fact, businesses that listen to and lead culture enjoy better growth: they grow six times more than brands with low levels of cultural relevance (Kantar).
Marketers agree, too:
- 63% of CMOs agree brands must create culture, not just borrow from it.
- 84% agree that to connect with younger generations brands need to entertain and engage, not interrupt (Dentsu CMO Survey, 2023).
Speakers
Matt Watson, Executive Creative Director, Sips & Bites Europe, PepsiCo
Perla Bloom, Global Strategy Lead, EA Games
Katie Jackson, Managing Director, 4creative
Beth Bentley, Co-Founder , Tomorrowism
Peter Semple, CMO, Depop
Kenny Annan-Jonathan, Creative Director, Crystal Palace FC
Leila Fataar, Founder, Platform13
Aaron Cole, Chief Marketing & Growth Officer, AA-X
Katy Lubin, VP Brand, Lyst
Rory McEntee, Brand & Marketing Director, Gymbox
Tom Rainsford, CMO, Beavertown Brewery
Why now?
Brands are getting it very wrong. The risks are huge. We don’t need to tell you the fallout from brands who’ve misfired- you’ve read the headlines. Having cultural resonance is not a short-term game but a long-term strategy.
Because brands and businesses have a once in a lifetime opportunity to make a difference, to solve problems and to make society better.
Marketing departments need reorganising and modernising to be more relevant. Internal capabilities are not aligned with the outside world.
The speed of culture is frenetic and always changing. Marketers must leave the building and see what’s happening from those who are truly leading and shaping culture.
Who should attend
Brand-side marketers:
CMOs, marketing & brand directors and managers, cultural and consumer insights, entertainment specialists, communications.
Agency creatives and strategists:
Creative and strategy teams at advertising, PR and communications agencies
Media platforms and owners:
Places where people go to consume entertainment, news and culture.
Partnerships
The Thought Partnership are an events, content and marketing agency with global reach. With more than a century of experience at renowned brands – we exist to help you tap into your full sphere of influence.
The independent creative agency that believes in positivity through creativity.
Get Involved
To inquire about sponsorship opportunities, email Michelle or call +44 (0) 7528 488838.
Protein Studios, Shoreditch, London
Located in the fashionable London district of Shoreditch, Protein Studios provides an excellent event space for Brands & Culture, 2024.
Protein Studios
Protein studios Shoreditch is a mixed-use event space and creative community — with Shoreditch’s largest venue downstairs and beautiful members workspace upstairs. This is the biggest and best event space in Shoreditch by far.
Protein Studios
31 New Inn Yard, London
EC2A 3EY
Who we are
Josephine Andrews, Marketing
Vanessa Sawyerr, Operations
Charlotte Williams, Content
Michelle Graves, Commercial Partners
Female-founded team with 100 years’ combined experience at Cannes Lions, Contagious, XEIM, Dow Jones, Haymarket.