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.