Skill Level Intermediate
- Have you ever wondered why some of the best brands in the world today like Airbnb, Patagonia, ASOS, and Lego are so good at creating work that people love and can really connect to? What each of them have in common is that they know why they exist. They each have a strong point of view on the world. And they're confident, and they're cool. So long as they're interesting and entertaining, they can be both purposeful and political at the same time. And people can really connect to them. But great brands live in our conversations. Not in advertisements.
Hi, I'm Gerard Crichlow. And I'm excited to talk to you about cultural strategy and how to build culturally connected brands. I've been fortunate to work in marketing in both the United States and in Europe, helping brands future-proof their businesses by innovating beyond advertising to create work that's relevant to people today. When designing cultural strategies for brands, one thing to keep in mind is that people don't want to connect with brands. They actually want to connect with each other. The most fascinating brands in the world create more opportunities for people to connect with one another.
One of the best brands to do it is Netflix. With their recent campaign Netflix is a joke. Where they created a cryptic billboard saying Netflix is a joke. They popped all across different neighborhoods in New York and in Los Angeles. It was only during the Emmys that they revealed the video featuring some of the world's best comedians crashing the scenes of the network's original programming. All to promote a new crop of comedy specials the platform is releasing featuring the biggest names in comedy from Jerry Seinfeld, Chris Rock, Ellen Degeneres, and my favorite Dave Chappelle.
There were many more reasons but what they all have in common is that they're culturally relevant brands. And being culturally relevant today is great for business. In this course, we'll explain why and equip you with all the tools to help design culturally relevant brands yourself.