Brands and the new cultural imperative
Stephen WhitesideWarc
Think "culture-driven marketing", and visions of pops stars as brand ambassadors and your-name-goes-here sporting events come to mind.
But according to Tasha Space – managing director at research, strategy and innovation consultancy CS Space, and an adjunct professor teaching on Columbia University's Master's in Strategic Communications – such tactics may represent expressions of culture, but they do not mean brands have developed real cultural savvy.
According to Space, cultural savvy is, in fact, the manifestation of a deeply complex ecosystem that underpins the attitudes, choices and behaviour made by brands and...