beyond branding

Is it all the big marketing things brands do and throw millions of dollars at a year or is it increasingly through channels that brands don’t control like word-of-mouth, organic media coverage, digital amplification?

If so, what is becoming more important in terms of the perception of customers?

Today, brands operate in culture, not just in commerce. They’re interpreted, reshaped, and redistributed by communities, through social feeds, group chats, creator content, collaborations, memes, and moments. And much of this perception is out of the brand’s direct control.

rands aren’t just competing on product or positioning anymore but on cultural agility.