The WARC Podcast Beyond the Buzz: Linking Culture and Earned
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Jan 28, 2025 Join Brent Nelsen, Chief Innovation and Strategy Officer at Edelman, and Leila Fataar, founder of Platform13 and author of "Culture-Led Brands," as they explore the dynamic relationship between culture and earned media. They discuss how brands can foster trust and loyalty by embracing cultural relevance, shifting away from traditional advertising. With a focus on brand strategy and societal impact, they emphasize the importance of genuine connections and cultural intelligence in resonating with modern audiences.
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Culture as the Main Competitor
- The biggest competitor for brand attention is culture, not other brands or products.
- Culture itself is a constantly consumed commodity that surrounds us as "wallpaper" in our lives.
Culture as Input and Output
- Culture is the input that shapes authentic brand outputs and relevance.
- A culturally relevant brand impacts all its audiences meaningfully, beyond just marketing channels.
Digital Integration vs Siloed Strategies
- Digital ubiquity dissolves traditional silos between channels and strategies.
- Brands must approach marketing as one integrated ecosystem reflecting human behavior.