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Winning Share of Culture: Designing Beyond the Target Audience

To compete in an increasingly fluid marketing landscape, where every interaction with the world has the potential to become a messaging platform, brands need to focus less on traditional measures like awareness and share of voice and more on connecting with the culture of the audiences they are trying to reach. Brands tend to think in terms of short-term ROI and the success of specific campaigns or promotions. But it’s short sighted. Brands must identify points of leverageable love by exploring the juncture between data and culturally-mitigated behaviors, practices and beliefs. This aligns not only the brand’s message with consumer needs, but also conscious and subconscious cultural norms, leading to new messaging pathways, more relevant product designs, and great long-term profits.