The Importance of Brands Contributing to Culture

Like Nike, I've done a fantastic job of contributing to the cultural conventions. Beats by Dre captures the ethos of the dominant black culture and communicates that in a film called You Love Me. And then you take Beats by Dre even further to something much more near-term, the execution of George Floyd on the streets of Minnesota. The zenith is when we don't understand what culture is nor are close enough in proximity to it for us to get there.