Cultural brands are bidirectional

🌿 Budding · 1 min

While regular brands exclusively work by imprinting themselves onto the culture (see Advertising may work by cultural imprinting), cultural brands establish a bidirectional relationship with culture: they are simultaneously building and influenced by the culture.

They do this by identifying a target/muse audience, participating in the cultural discourse (media, IRL activations, runway shows, resale platforms, etc.), and feeding that input into their marketing and product strategy.

References

  • [[how-to-build-brand-energy|How to Build Brand Energy]]
  • [[how-brands-make-culture|How Brands Make Culture]]
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