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).

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.

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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.