The Stockton Slap and other stories

Jos Ingram

This article explores how brands can build cultural resonance through storytelling and engage with people on both TV and social media, using the example of pop singer Justin Bieber.

How should TV and social media be used to maximum effect?

This essay was shortlisted for the Admap Prize 2017.

For more information and to read the winners visit the Prize page.

Marketing Category: Brand building

To maximise the effectiveness of TV and social brands, you must aim for cultural resonance – a circumstance that enhances both a brand's mental availability and its reach. According to Byron Sharp in How Brands Grow, these are key ingredients for driving penetration and brand growth.

Culture is a tapestry of interwoven storylines. An iconic brand defines the culture...

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