Tag: brand personality

The term “cultural relevance” is all the buzz. But is it truly culturally relevant when a brand simply hops on the latest meme, references the current big sports moment or issues a token nod to whatever is trending? This approach feels like the brand version of dropping in for a quick photo and then leaving. It is similar to being a cultural tourist, but in a digital context.

Anyone who has worked in marketing for more than a decade will agree that we’ve entered a Golden Age of information. We know more about our consumers, their transactions, preferences, spending habits, income and demographics than ever before, freely surrendered by the consumers themselves as they shop, bank and socialise online.