What does it mean for a brand to truly belong in culture? It’s a question Inspira Chief Creative Officer Dave Wasserman thinks about every day. In this Q&A, he gets into the risks of real-time marketing, the difference between showing up and belonging, and the one skill he believes every marketer needs right now.
How do you define culture? What does this mean for brands?
As a marketer (and even as not) I consider culture to be the topics, events, trends…THINGS over which people tend to connect and a barometer for where you as a person or you. It shapes the way people behave and the way people see themselves as a part of something larger. As a brand, it’s critical to understand culture so as marketers, we can give brands meaning.
How do you define the difference between a brand “showing up” in culture and genuinely belonging there?
Any brand can pay to show up. But only the best brands find a way to belong. And that’s not always an innate thing. Sure, a hydration brand showing up at, say, a marathon is a natural fit, and you could argue they belong there. But “how” you show up will determine if you belong. With the right strategy and a little creativity, brands can show up in all kinds of places where, on paper, you’d never think they’d belong. And those are often the most memorable because it’s so surprising and yet once you see it, it makes so much sense.
What signals tell you a brand has earned the right to be part of a cultural moment – what makes it feel authentic?
I don’t believe any brand “earns” the right. A brand that has a great track record can have a very public and damaging misstep with a single execution. And a brand you’ve never heard of can be celebrated and lauded after one amazing execution. So as a marketer, it’s imperative to stay close to your audience and the culture they live in. It’s always changing, and so there is no “set it and forget it” strategy; you have to continuously show your brand belongs by behaving like your audience and showing them you get it. All that being said, the more consistently you show up in a way that reinforces the values your brand stands for, the more consumers will expect you to show up. And that, in a way, proves you belong.
Do you think brands are over-participating in culture right now? Where does it start to go off the rails?
Yes and no. I think when it’s done well, there’s no real way to “over-participate” because the best brands find ways to fit in naturally or help make the experience better. They know that the experience should be about the people, not the brands. Where it goes off the rails is what I was referring to before, where brands show up, and it feels forced, lame, and disruptive to the experience. People see right through that.
Brands are expected to show up everywhere in real time with culturally relevant, socially engaging, on-brand content. What’s the risk of that expectation?
I think the biggest risk is the content feeling forced and/or inauthentic. Every brand is – of course - looking to connect with their audience, but when done without truly understanding how your audience thinks or maybe not fully understanding the context of a cultural event you’re trying to tie in with, you risk your brand coming off as the one that clearly doesn’t belong. Moving in real-time only increases this risk. But to be clear, I still think it’s worth it. You just need to be prepared.
What questions should brands be asking themselves before they engage in a trending cultural moment?
What will my audience think of this? How are we making this moment better for them?
NOT “which RTB should we push here?”
What signals tell you a brand has earned the right to be part of a cultural moment – what makes it feel authentic?
I don’t believe any brand “earns” the right. A brand that has a great track record can have a very public and damaging misstep with a single execution. And a brand you’ve never heard of can be celebrated and lauded after one amazing execution. So as a marketer, it’s imperative to stay close to your audience and the culture they live in. It’s always changing, and so there is no “set it and forget it” strategy; you have to continuously show your brand belongs by behaving like your audience and showing them you get it. All that being said, the more consistently you show up in a way that reinforces the values your brand stands for, the more consumers will expect you to show up. And that, in a way, proves you belong.
How do you balance speed with intention?
By having a solid foundational strategy for your brand and – just as importantly – ensuring you have alignment throughout the IAT and on the brand side. If everyone’s on the same page with who you are as a brand and the way you should behave and the role you play in our audience’s life, then it makes it so much easier to move at pace because everyone already knows what you’re here to do.
What are the signs a brand should NOT participate, even if the opportunity is there?
If the only beneficiary of your participation is your brand, you probably shouldn’t be there.
How do IRL brand experiences play a role in translating cultural insight into something tangible?
IRL experiences, imo, are the best way for your brand to “walk the walk” and show you belong. Where most channels offer up the ability to communicate with your audience, an experience allows your brand to behave. There are boatloads of stats that show live experiences help create disproportionately strong emotional connections with people. Experiences are often rated as more unique, more exciting, and more likely to drive connection than traditional ad channels. This is NOT to say it’s any more or less important as a channel, but rather as a reminder that the best brands know how to connect is all to ensure that when you have the opportunity to connect live, you make the most of it. The best experiences amplify all channels.
What separates a buzzy moment from one that builds relationships?
The distinction between the two is defined by what your brand does AFTER the moment has passed. Depending on what the brand is trying to achieve, maybe a one-and-done shot in the arm is exactly what they want. Buzz around a launch, a new flavor, or a partnership. But if you’re looking for a longer-term connection with consumers, then I think you need to think longer term about how experience plays a role in that along with the rest of your marketing mix. Experiential provides an incredible opportunity to start or deepen a relationship, but just like relationships in your personal life, they take work and need to be nurtured.
How should marketers think about extending cultural moments into longer-term brand platforms?
I think the long-term vision is set by your brand’s identity and foundational strategy. Strong brands have clear identities, and that starts to lead culture vs. culture leading the brand. An example is Red Bull. They’re so consistent with what they do that when you hear about an extreme sports event, if it’s sponsored by Red Bull, the event will likely have more credibility in a consumer’s eyes than one that isn’t. That’s a brand giving culture equity vs. the other way around. That’s crazy! But it’s possible because they earned it by having clear, consistent behavior over time.
As culture continues to move faster, what skill will matter for marketers trying to stay relevant?
There will always be innovation that allows people to execute faster, but at the end of the day, the number one skill, in my opinion, remains taste level. Any brand can move quickly if they really want to. There are many brands with infinite budgets. But at the end of the day, neither of those things matters if you don’t have someone who understands the culture well enough to ensure you show up in ways that truly resonate with your audience.
Is your brand ready to show up in ways that matter to your audience? Contact us today to get started.