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Both in the UK and globally, this year has been punctuated by some big cultural moments so far. From music spotlights: Charli XCX’s brat album release, Taylor Swift’s Eras tour (cont), Beyonce’s country album release; to the summer of sport: the Paris Olympics and Paralympics, the Men’s Euros tournament, Wimbledon and more...
Brands with high cultural relevance grew nearly six times more than brands that have low levels.
BrandZ Top 100 Most Valuable Global Brands
Let’s take Charli XCX’s album ‘brat’, the cultural, wide-spread impact is undeniable. From influencers to politicians, we’ve seen the Gen Z cultural phenomenon pop up everywhere. It’s even touched the US presidential election (Kamala Harris is brat, apparently). Organic social posts, from brands, influencers and politicians alike, have gone viral and multiple brands have tried to jump on the trend.
But are they all successful?
As we know, building culturally relevant brands requires long-term, clever strategy - crashing cultural moments alone is not enough to build relevance. And yet, brands who pick the right moments may also yield positive results in the shorter-term.
Rightmove rapidly jumped on the moment the England football team made it the Euro’s final with its newspaper ad ‘it’s coming home’, a clear example of a brand successfully crashing a huge cultural moment authentically and effectively.
Want to check out all of this year's topics? Download the full report below...
The pitch process we designed for National Express was featured in the trade press.
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The global creative review for Old Pulteney, run by Creativebrief, was featured in Campaign
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