Brands have for a long time tried to become part of culture through their marketing, with most strategies hoping to create a clearer connection between people and the brands they use. At the same time, wider culture also affects marketers more directly.
Today, brands need to look more actively and purposefully at the culture buzzing around them—in entertainment, in fashion, in the news, on social media—and use that awareness to inform how they should best position and integrate themselves into the world.
This is a more powerful form of branding, because by engaging with culture more directly, brands in effect can become a part of that culture, thereby deepening their relevance and connection with customers. And that has never been more discerning or necessary.