Talks: Strategic Brand Marketing

THE CURIOUS CASE OF CULTURAL CONSUMPTION

Since its modern conception, marketing and advertising have relied on creativity as a catalyst for commerce. Marketers use copy and images to evoke desired behaviors from a target populous in hopes that it will impact the brand’s bottom line. While the convergence of the two—creativity and commerce—is considered the hallmark of "good marketing communications" (sought after by ad agencies and ambitious brand managers alike), there is an unspoken factor that frames its relevance and significance. That factor is “culture" and this talk ventures to explore the unwritten rules about culture and why its simultaneous salience and nebulousness should be the backbone of how we approach marketing in today’s hyper-connected world.