Throughout history, the fate of empires has been shaped by a multitude of intricate factors, and a pivotal yet often overlooked element is the role of shared meaning. Take, for instance, the Roman Empire, a formidable force in antiquity, which ultimately succumbed to internal divisions and external pressures, exacerbated by a lack of shared meaning among its diverse populace.
In today’s world, the media landscape has become more diverse and fragmented. Top Free-to-Air (FTA) TV shows attract millions fewer simultaneous viewers than they once did, cultural trends evolve swiftly, leaving many behind, and algorithms further personalise the cultural experience, tailoring content to individual preferences on platforms like Spotify and Netflix.
Amidst this backdrop, fostering shared meaning is paramount for successful brand building. Shared meaning forms the bedrock for trust, recognition, and influence in a world saturated with information and shaped by perception.
The parallel drawn between the ancient Roman Empire and the challenges faced by modern brands underscores that just as a lack of shared understanding eroded the foundations of an ancient superpower, the success of contemporary brands hinges on their ability to cultivate compelling narratives amidst diverse media channels and audiences.
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Brands themselves are amalgamations of shared meaning. In an era defined by rapid idea exchange, harnessing the power of shared meaning isn’t just advantageous but essential for a brand’s longevity and influence.
This is where effective cultural integration can come in. Cultural integration involves astutely using empathy and understanding to achieve a desired outcome while respecting the values of the original culture. It goes beyond merely “tapping into culture”, emphasising the creation of shared meaning through a reciprocal exchange of value.
Cultural integration leverages brand equity, meaning, and strategic decision-making to attach, create, or respond to cultural connections, fostering a shared understanding with audiences.
Effective Cultural Integration: The Three Pillars
1) Attachment to Culture: Leveraging Existing Narratives
Brands can align themselves with existing cultural narratives, tapping into the familiarity and resonance these narratives hold with their target audience.
A recent example is Nike’s collaboration with the Netflix series “Squid Game.” By releasing a limited edition sneaker collection inspired by the show’s iconic tracksuit, Nike tapped into the immense popularity and cultural significance of “Squid Game.” This strategic move allowed Nike to align itself with a global phenomenon, effectively resonating with fans of the series while also attracting new and diverse audiences. Through this collaboration, Nike effectively embedded its new sneaker within a narrative that already held familiarity and resonance within popular culture.
2) Creation of Culture: Pioneering New Conversations
Brands can carve out a space in culture by driving new conversations and trends, positioning themselves or further positioning themselves as thought leaders.
Liquid Death, known for its canned water, has carved out a unique cultural space by pioneering new conversations on sustainability and health. Renowned provocative campaigns such as “Death to Plastic”, the brand challenges norms in the beverage industry, sparking discussions on environmental responsibility. Through bold messaging and packaging, Liquid Death positions itself as a thought leader, prompting consumers to reconsider their beverage choices in favour of more eco-friendly alternatives.
3) Responding to Culture: Agility and Authenticity
Cultural landscapes are ever-evolving, requiring brands to showcase agility in adapting to shifts while demonstrating authenticity and empathy.
In 2020, Ocean Spray swiftly responded to a viral TikTok video featuring Nathan Apodaca (aka 420doggface208) skateboarding while drinking Ocean Spray cranberry juice. The brand’s response included gifting Apodaca a new cranberry red Nissan Frontier truck, allowing him to set aside his longboard for his miles-long journey to work. This demonstrated the importance of being part of the shared cultural moment without overshadowing it, ultimately strengthening the brand’s connection with audiences.
Alex Connell
Just as the Roman Empire crumbled in part due to a lack of shared meaning, brands in the modern era must recognise the critical importance of fostering this for long-term success. Brands that attach themselves to existing narratives, pioneer new conversations, and respond with agility and authenticity to cultural shifts will not only thrive in the evolving media landscape but can also become icons in the cultural tapestry of our times.
Alex Connell is the group planning director at Carat, a dentsu company.