Findings:
88% of CMOs agree that it’s more important than ever for brands to be a part of culture.
However, 74% find it challenging to connect their brand to culture, and 73% struggle to tell their brand stories through new mediums like entertainment and experiences.
77% agree that building a brand in an era where broadcast media is less relevant is a significant challenge.
Brands are already investing in cultural platforms, including entertainment platforms and IP (31%), TV programming (29%), and music production (18%).
Key Takeaway:Brands need to be more immersed in culture to remain relevant, and they are increasingly turning to entertainment and partnerships to tell their stories. However, challenges remain in knowing how to engage with culture authentically and effectively, especially as traditional media becomes less relevant.
Trend:The shift towards cultural and entertainment-based marketing is prominent. Brands are focusing on becoming active participants in culture through entertainment properties, influencer partnerships, and creating content that resonates with modern audiences.
Consumer Motivation:Consumers are generally receptive to brands engaging with culture, particularly on social media around cultural events. They value brands that feel authentic and connected to the cultural conversations that matter to them.
Drivers of the Trend:
Decline of traditional media: As broadcast media wanes in influence, brands are exploring new ways to connect with consumers through digital and experiential marketing.
Rise of content creation: Influencer partnerships, branded content, and user-generated campaigns are being leveraged to create meaningful engagement.
Consumer demand for authenticity: Audiences expect brands to authentically engage with culture rather than just advertise to them.
Target Audience Description:The article refers to CMOs and marketers who are trying to align their brands with cultural movements to stay relevant. They are investing in entertainment, content, and influencer marketing to build relationships with consumers who prioritize authenticity and cultural involvement.
Conclusions:CMOs are increasingly seeing the need for brands to be involved in culture, but they acknowledge the difficulty of doing this authentically. They are turning to entertainment properties and influencer partnerships to meet consumer expectations and build stronger brand connections.
Implications for Brands:Brands must find ways to engage with culture in a way that resonates authentically with their audience. This involves using influencer partnerships, entertainment platforms, and branded content to tell their stories in a more modern and engaging manner.
Implications for Society:As brands become more embedded in culture, they can influence social conversations and trends, shaping consumer attitudes and behaviors. This deepened engagement can drive cultural change and impact how brands are perceived in the long term.
Big Trend Implied:Cultural and entertainment-based brand building is the future. The role of brands will expand beyond providing products and services, becoming key players in cultural conversations through partnerships with creators, influencers, and entertainment platforms.
Implication for the Future:Brands will increasingly co-create culture alongside consumers, influencers, and platforms, shifting away from traditional advertising towards more interactive and immersive experiences. This will require brands to balance creative freedom with maintaining control over their messaging, ultimately shaping the future of marketing as collaborative and culture-driven.
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