Culture-Driven Branding: Adapting to the New Landscape

This chapter explores the evolving relationship between culture and media, highlighting the need for brands to engage deeply with cultural relevance beyond traditional marketing techniques. The conversation focuses on the decline of conventional paid advertising and the rise of earned media as essential for building trust and loyalty in today's attention economy. Marketers are urged to embrace a human-centric approach, integrating cultural insights to navigate risks and effectively resonate with diverse audiences.