How to create a culture brand in a post-Brexit, Trump world | Mumbrella360
In this session from the Mumbrella360 conference, a panel of experienced strategists and managing partners consider if ‘culture’ brands can succeed in such a politically divisive time.
Over the space of a few months, corporate giants Pepsi, Dove and McDonald’s have all come under fire for various misguided attempts at positioning themselves as ‘culture’ brands. From political protests to dead dads, it seems there’s nowhere brands won’t go in an attempt to tug at potential consumers’ heartstrings.
But in such a politically divided time, can a culture brand even exist, let alone succeed?
In the following panel from the Mumbrella360 summit, Louise Eyres, AANA board member, is joined by former Clemenger BBDO strategist Al Crawford, Amanda McGregor, SBS’ director of marketing, and Nicola Hepenstall, managing director at Hall & Partners Open Mind. The panel is moderated by Richard King, managing partner, GRACosway.
