Why culture is key for a brand’s long-term success. Plus a walking coffee table!
Culture beats keywords
This week’s 1Qi interview guest (scroll down!) is Dr. Marcus Collins, an award-winning marketer and the former chief strategy officer at Wieden+Kennedy, New York. His specialty is the intersection between brands and culture, a subject that also fascinates me.
The best brands don’t just sell products – they become a part of our cultural narrative. They’re the ones that spark chatter, make headlines, and embed themselves into our lives so naturally that we almost forget they’re trying to sell us something. This is the power of cultural branding. It’s the art of aligning your brand with shared values, societal trends, and the collective human experience. When done right, cultural branding transforms a product or service into something far greater: a symbol, a movement, a part of the ongoing dialog that people authentically have with friends and family, both online and offline.
Think of Nike’s Just Do It campaigns, which were never simply about shoes or apparel but embodied a mindset of perseverance and self-belief. Over the decades since its initial launch, Nike has consistently inserted itself in cultural (and even political) conversations, ensuring that the brand stays not only top-of-mind but also relevant to various communities where its brand attributes find a genuine fit. In other words, Nike offers a worldview. Something to live by in your own life as well as within whatever culture(s) you belong to.
This is the true power of cultural branding – it allows brands to transcend the transactional and become something people talk about, share, and incorporate into their identity.
Cultural branding works because it taps into the shared emotions and aspirations that underpin our communities and their ideals. People want to be part of something larger than themselves, and when a brand represents a cause, idea, or lifestyle they resonate with, it becomes more than just another option on the market, it becomes a badge to be worn with pride.
For most readers of Discomfort Zone, this shouldn’t be earth-shattering news. But of course, if you're reading this, you're also ceaselessly targeted by hyper-personalized marketing messages online. And I bet some of you work on those campaigns.
Platforms like Google and Facebook have built their empires on the promise of serving ads to individuals based on their browsing history, clicks, and likes. It’s a strategy sold as highly effective and precise: show the right product to the right person at the right time. And yes, it can yield quick results.
But while targeted ads might capture short-term attention, they rarely build long-lasting brand relationships. It's an approach that often feels transactional, even intrusive, as it narrows the interaction down to “I know what you want, and I’m here to sell it to you.” The experience is akin to a salesperson who shows up at your door with a product they’re certain you need – because they’ve been watching through your window. It’s effective in capturing fleeting attention, but not in winning long-term hearts.
We’ve all experienced the uncanny feeling of being followed online by ads for something we casually browsed an hour ago. Sure, it can lead to a quick sale, but it lacks the authenticity and emotional resonance that comes from cultural branding. Worse, it risks alienating consumers who are increasingly aware – and wary – of how their personal data is being used.
Cultural branding, on the other hand, builds loyalty. It doesn’t just chase after individual consumers based on data points; it engages with communities and taps into the shared beliefs that bring people together. When a brand becomes part of the cultural zeitgeist, it earns a place in conversations that happen organically around dinner tables, in classrooms, and across social media. It creates a bond that is strong.
In the long run, brands that rely solely on targeted ads may find themselves hitting a wall. Consumers grow fatigued with the relentless precision of algorithm-driven marketing. The brands that endure are those that speak to shared experiences and values.
If your job is to create lasting connections with your audience, look beyond the keywords and personal data. Focus on the culture you want to be a part of, and let a brand’s story unfold within that space. Because in a world saturated with targeted ads, the brands that become part of the cultural conversation are the ones that will truly thrive.
When listeners are bots
A philosophical conundrum states: “If a tree falls in the forest, does anybody hear it?” We now have a new version: “If a bot hears hundreds of thousands of fake AI songs, does anybody deserve royalties?”
The New York Times reported last week that an alleged scammer in North Carolina called Michael Smith has been charged with running a seven-year scheme that brought him over $10 million in fraudulent royalties. What was the fraud? Smith is a real musician who has protested his innocence. He used his musical and technical savvy to create hundreds of thousands of songs using AI, even teaming up with the CEO of an AI music company in 2018. So far, nothing illegal. He uploaded the tracks to Amazon Music, Apple Music, and Spotify under made-up artist names. That’s also legal.
The way he scammed the streaming platforms was by creating fake listeners. In other words, bots. He bought as many as 10,000 email addresses and set up streaming accounts to “listen” to the AI tracks over 660,000 times per day, which amounted to royalty payments of up to $1.2 million over a year.
Should we have sympathy for music streamers whose deals with the major record labels have reduced most artists’ incomes to a pittance? Probably not. Is this a whole new take on the idea of a circular economy? It seems like the only real answer to these questions is Money, Money, or Money, Money, Money.
Woke don’t mean broke
Speaking of money, a new report by researchers at Saïd Business School at Oxford University analyzed data from Diageo, Kantar, and Unilever, in collaboration with the Geena Davis Institute, to investigate whether the oft-heard claim “Go woke, go broke” is actually true.
Various American right-wing groups and politicians have spoken out against inclusive marketing and branding initiatives such as Bud Light’s 2023 sponsored Instagram post by trans advocate Dylan Mulvaney. And although it was widely reported that the backlash to the post had cost Bud owner Anheuser-Busch over a billion dollars in lost sales, it now seems as though that specific vindictive attack was not representative of the economic impact of inclusive marketing. In short, it pays to be woke.
This holds true for a wide range of product categories, including confectionery, snacks, personal care, beauty, alcohol, consumer healthcare, pet food, pet care, and household products across diverse regions. The research covered 392 brands across 58 countries and revealed that inclusive advertising can boost short-term sales by nearly 3.5% and drive long-term sales by over 16%.
Other findings were that inclusive advertising persuades 62% of consumers to choose a product while enhancing brand loyalty for 15% of shoppers. The bottom line? Ads that authentically portray people without resorting to stereotypes have a clear competitive advantage in the marketplace over both the short and long term. In other words, being genuinely open to otherness boosts the bottom line.
Let’s hear it for non-hype
I appreciate a company that under-hypes a tech innovation, especially one that helps people with disabilities. Last week, the FDA, the US agency that approves drugs, food, and medical devices for human use and consumption, gave Apple the green light to market its AirPods Pro 2 as hearing aids. When the earbuds’ Hearing Aid Feature (HAF) is activated, they improve hearing for people with mild to moderate hearing loss.
The HAF software was tested on 118 subjects prior to fast-tracking its approval. Users may customize the volume, tone, and balance settings to correspond to their specific hearing loss after a self-assessment using the iOS HealthKit.
Why is this impressive? As noted in the previous item, many big corporations love telling the world how much they care about marginalized people, but Apple has kept HAF pretty quiet so far. No pun intended.
Marcus Collins, marketer and cultural translator
Dr. Marcus Collins is an award-winning marketer, former chief strategy officer at Wieden+Kennedy, New York, and the author of the best-selling book, For The Culture: The Power Behind What We Buy, What We Do, and Who We Want To Be. So he was the best person I could think of to ask about the power of culture when brands want to form a genuine connection with an audience.
Q. As an expert in helping organizations achieve their objectives by engaging with culture, could you explain to readers how successful creators, marketers, or activists should think about this intersection with culture, especially in contexts when it’s all too easy to focus on a proprietary product or messaging?
A. When considering the intersection of commerce and culture, creators, marketers, and activists need to shift their focus from simply promoting a product or message to understanding and contributing to the cultural context in which they operate. It's crucial to move beyond traditional marketing approaches that emphasize product features or catchy slogans, and instead tap into the deeper cultural currents that shape people's identities and behaviors.
The key is to recognize that culture is not just a backdrop for selling products, but a powerful force that influences how people see themselves and make decisions. Successful brands and movements don't just sell things or ideas; they become part of the cultural fabric, offering people ways to express their identities and connect with like-minded communities.
For example, rather than just focusing on the functional benefits of a product, consider how it fits into people's lives and what it says about them. Does it align with their values? Does it help them express who they are or who they want to be? The most powerful brands become symbols that people use to communicate their identities to the world.
Activists and social movements can apply similar principles. Instead of just pushing a message, think about how to create cultural artifacts and experiences that resonate with people's sense of identity and community. This could involve creating symbols, rituals, or shared experiences that bring people together around a cause.
It's also important to approach this with authenticity and respect. You can't simply co-opt cultural trends or communities for commercial gain. Instead, aim to genuinely understand and contribute to the culture you're engaging with. This might mean collaborating with community members, supporting cultural events, or creating platforms for cultural expression.
Ultimately, the goal should be to move beyond transactional relationships with consumers or supporters, and instead foster a sense of shared culture and community. By doing so, you can create deeper, more meaningful connections that go beyond just selling a product or promoting a cause.
Dr. Marcus Collins is an award-winning marketer and cultural translator. He is the former chief strategy officer at Wieden+Kennedy, New York, a marketing professor at the Ross School of Business, University of Michigan, and the author of the best-selling book, For The Culture: The Power Behind What We Buy, What We Do, and Who We Want To Be. Marcus is an inductee into the American Advertising Federation’s Advertising Hall of Achievement and a recipient of the Thinkers50 Radar Distinguished Achievement Award for the idea most likely to shape the future of business management.
His strategies and creative contributions have led to the launch and success of Google’s “Real Tone” technology, the “Made In America” music festival, and the Brooklyn Nets, among others. Before his advertising tenure, Marcus worked on iTunes + Nike sport music initiatives at Apple and ran digital strategy for Beyoncé. He writes a column for Forbes CMO Network and contributes to business scholarship.
Luke, AI am your father…
James Earl Jones, the iconic voice of Darth Vader, died last week at the ripe old age of 93. And now his passing has revived a debate about the posthumous use of an actor’s voice or likeness in AI-created scenes. Vanity Fair reported two years ago that Jones had given permission to Star Wars producer Lucasfilm to recreate his shudder-inducing performances using artificial intelligence for future movies, TV shows or games in the legendary franchise.
Lucasfilm has already enlisted the expertise of Ukrainian AI startup Respeecher to recreate the Darth Vader character’s voice for Disney+ series Obi-Wan Kenobi. But that was before last year’s long SAG-AFTRA strike, which was partly over the potential replacement of actors with AI-generated images and audio.
Why shouldn’t Jones have cashed in on his talent one last time? Is he securing a legacy for himself and the Darth Vader character he helped create? Or is he taking away future work from another actor who may have been cast to perform the role in future productions? Maybe the real question is whether AI will become the Death Star of the entertainment industry in the coming decades.
Are agencies going the way of the dinosaur?
This episode of the well-researched Gartner Thinkcast podcast explores a topic dear to the hearts and minds of many people I know. Is the Mad Men-style ad agency about to go extinct along with three-martini lunches and smoking in the office?
Agency spending is at its lowest point in years. Does this mean that CMOs have turned their backs for good or are we witnessing a shift in expectations and practices?
Finally a real-world use of AI that will benefit all of humanity
If only there was a way to get those potato chips to walk themselves over to the couch potato. Now, thanks to the ingenuity of Dutch tech engineer Giliam de Carpentier, there is!
The Carpentopod table was developed by using AI to mimic the evolution of an ambulatory system using parameters instead of genes. De Carpentier then built the snack-fiend’s dream furniture item as a remote-controlled walking coffee table. We can all sit back and munch happily, knowing that humans will never need to invent anything else.
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Additional reporting by Diana Sia Yambaye.
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