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About this event
How brands can move from co-opting culture to creating value for the communities shaping it.
There’s a lot of talk about cultural relevance and community-building in branding and marketing today. But what does it actually mean to be culturally relevant? What value does it create for brands? And how can they build it authentically?
In the race to jump on trends, generate buzz, and demonstrate their cultural fluency, brands often end up looking like outsiders trying too hard to fit in. As younger generations become increasingly skeptical of performative brand behavior, simply showing up in conversations is no longer enough.
Can brands still/really shape culture, or can they only support those shaping it?
In this webinar, we’ll explore how communities influence what brands come to represent, and how brands can build meaningful cultural associations by creating genuine value.
We’ll discuss how brands can identify where they have a credible role to play, move beyond one-off cultural activations, and build lasting relevance by contributing to the communities they want to connect with.
Hosted by
Alexandra is a brand and marketing strategist based in Copenhagen. Her work centers on translating cultural, consumer, and conversational insights into brand, campaign, and activation strategies. Less interested in what’s trending than in why, she digs into the macro trends, needs, and behaviors that shape consumer and marketing fads to find opportunities for meaningful differentiation.
Olesya is a strategist and researcher focused on uncovering cultural insights that drive relevant, effective strategic decisions. With a background in social media management and business transformation, Olesya works with brand positioning and campaign orchestration projects often targeted at Gen Z.
Manyone is a strategic design consultancy. We're here to help transform and reimagine businesses by seamlessly blending strategy, creativity, and technology.
