What the f**k is culture-branding?
Brand managers, marketers and friends at other agencies kept telling us how much they struggle with complex cultural communities:
“Honestly, the Anime community
“Gamers hate us and we
don’t know why.”
“We’re trying everything to reach travel fans
but they’re ignoring us completely.”
Some go out of their way to avoid them completely. Some throw money at the problem and see very little ROI. This is ok-ish when your business doesn’t need fans, but what about the brands that depend on these communities for survival??
Things go really F**king wrong.
And this sucks for fans as much as it does for brands.
WE’RE CONSTANTLY DISAPPOINTED WITH THE WAY THE BRANDS THAT FUEL OUR OBSESSIONS BEHAVE.
SUPERFICIAL. INAUTHENTIC. IRREVERENT.
**Our Eureka Moment**
THERE’S A WHOLE CATEGORY OF BRANDS THAT STRUGGLE TO CONNECT WITH CULTURE IN A MEANINGFUL WAY, AND ARE UNDERSERVED BY AGENCIES, CONSULTANTS AND EXPERTS.
This is where we come in.
And this is how Culture-Branding