We are in the biggest transformational era in history. We have been in a world of relentless change and pervasive uncertainty, and brands can no longer operate in a vacuum. This book arose from a volatile business landscape where traditional models of consumer engagement, branding, and internal organisation were being upended by political, societal, technological, and environmental changes.
Brands are active participants in a connected global dialogue that touches on everything and can only thrive (and survive) if they become adept at reading and responding to cultural currents and signals that impact us all. Culture Led Brands takes a broader view of ‘culture’ not just as a series of viral trending topics, but as a complex system that demands a sophisticated, systemic response from brands and businesses.
This book sets out to demystify the journey in becoming a culture-led brand. Each chapter will delve into the interconnectedness of cultural shifts and offer strategic and actionable insights for C-Suite individuals as well as design, insights, product, operations, innovation, marketing, and comms teams in order to leverage cultural relevance as a cornerstone for audience resonance, brand resilience, and the right growth.
Supported by personal, real-world case studies from brands like Adidas Originals, Guinness, and YouTube, and interviews with global brand and industry leaders. The book provides practical frameworks to embed cultural relevance through organisations and offers a detailed blueprint outlining what cultural relevance is…..and what it’s not. Additionally, this work tackles phenomena such as fandom, AI, the rise of decentralised digital communities, the importance of data and privacy, the shifting sands of global politics, and the urgent demand for genuine brand participation in sustainability and inclusivity initiatives.
Today, cultural relevance is not simply a nice-to-have marketing strategy, but a foundational element of a successful contemporary business strategy. Therefore, cultural agility, intelligence, and insights have to be integrated into every fibre of an organisation’s being, from its leadership ethos through to its strategic execution.
