Cultural magnetism – why brands need to have an opinion
Brands today have an obligation to align themselves to a purpose – it’s what consumers demand of the brands they choose to engage with
Brands today have an obligation to align themselves to a purpose – it’s what consumers demand of the brands they choose to engage with. Because of this, most brands express an opinion or make a comment about social issues that go beyond relevance and have far more to do with cultural magnetism.
Cultural magnetism is the level and ability of brands to connect with consumers beyond their expectations of value and quality, creating experiences that connect people to brands, each other and their communities. Brands with cultural magnetism have a deeper customer advocacy, which helps to drive pricing, loyalty and better market performance. This makes the difference between electrifying a target market and fizzling out completely...
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