Walk this way: How to engage in culture in a meaningful way

Brands can engage in culture and harness its influential power without being cancelled if they understand its practitioners, the communities that subscribe to a given culture and, most importantly, the underlying forces that drive them, says Dr Marcus Collins.

Creating cultural advantage

This article is part of a series of articles from the WARC Guide to creating cultural advantage. Read more

“We need to get our brand into culture.”

This phrase has been uttered countless times in our industry, in just about every language and context imaginable. Its ubiquity is driven by what we all know intuitively: there is no external force more influential to human behaviour than culture. What we buy, what we wear, what we eat, how we adorn ourselves, where we choose to work, who we choose to marry and just about every aspect of...

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