The cultural relevance of a brand is key to connecting with the consumer.
If we want a brand to be relevant, we have to make it permeate the intellectual and cultural climate of the moment. Not from opportunism or tacticism, but from a vocation to respond to contemporary concerns.
And responding to the current zeitgeist involves, among many other things, committing to our values and getting involved in social change, addressing a diverse public with complex motivations that no longer responds to demographic categories, or respecting an increasingly conscious and critical consumer in the way he or she consumes.
Whether we talk about mental health or decide to sell the selfie stick. A brand has to know when it is appropriate to launch a message or a product to the market, when its audience is ready to listen to what it wants to say or buy what it is offering.
It is about joining the debates and concerns of the moment while remaining true to ourselves, bringing our particular point of view as a brand. Capturing the user’s attention with a discourse that interests him and, above all, making him want our brand to be present in his life.
And understanding this is key to differentiate ourselves in a hypercompetitive global market. Because in terms of brand experience, consumers care about how they are made to feel now.
At the end of the day, success for survival lies in knowing how to adapt to the ecosystem, in our case the context in which the brand lives.