SXSW 2019
Same Planet, Different Worlds: A New Culture
Description:
It’s no secret that brands need to play in culture to remain relevant and connect with consumers. But in today’s world, politics and movements have become embedded within culture, it’s a part of consumers’ lives and has infiltrated all aspects of media. Brands simply won’t win by avoiding historically dreaded political topics as they have in the past; in an age of distrust, brands must stand for something.
But, just how willing are you to be culturally polarizing as a brand? In this session, we will discuss how Smirnoff successfully balances their brand purpose and business objectives in a world that is becoming increasingly polarized.
Participants will learn how to select which cultural moments make sense to take a stand on and redefine what it really means to know your audience.
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Additional Supporting Materials
Takeaways
- 1. How can you as a brand better navigate and participate in society and culture?
- 2. How can you better tap into what’s important to your brand’s audience to break through the clutter and build a deeper connection?
- 3. What are the different ways that brands can tap into what could be considered politically charged topics?
Speakers
- Haley Paas, SVP Head of Strategy & Insights, Carat
- Luke Atkinson, VP, Smirnoff Global Communications, Diageo
- Robert Walker, Global Director, Creative Solutions, Spotify
Organizer
Haley Paas, SVP, Head of Strategy & Insights, Carat USA
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