• by Simon Yoxall , July 19, 2023

The most effective way of creating consumer participation with a brand is by authentically involving it in culture. This includes forging connections and partnerships with the people, places, and spaces that truly shape culture (because brands alone cannot achieve this).

We call these outcomes cultural acts—pieces of culture that drive instantaneous fame but don’t feel like traditional advertising. These acts are real, authentic and original appearances and contributions to culture that are wholly owned by a brand.

Cultural acts, when done right, can deliver exponential results. Here’s how to create these acts:

1. Understand culture. Culture, as we know, is pretty ethereal and constantly evolving. It holds different meanings for different people. But we should consider both the rapid and changing aspects (fast culture) as well as the deeper, more enduring elements (slow culture). We want to root our insights in slow culture and move and create with fast culture.

Slow culture provides the fuel and fertile ground for new, visible movements. These movements are driven by several factors, including new technology, demographic changes, new attitudes, and the political landscape. These are the underlying reasons why people are deeply engaged and invested in these cultural shifts, and you need to make sure you have a firm grounding here.

Fast culture, on the other hand, is the vibrant part where we witness the constant buzz of happenings, the rise and fall of trends, the emergence of tribes, scenes, and subcultures. Fast culture is where things gain popularity and traction. Serving as the fire that fuels a cultural act, it’s precisely this realm we strive to connect and collaborate with.

2. Create with, not for. We collaborate with the people, places and movements that are the shapers and tastemakers in culture. Rather than viewing them as another channel to pump a premade bit of advertising into, aim to establish genuine partnerships that bring them into the heart of an opportunity. Actively seek out partners who share and accentuate a brand’s values and essence.

3. Be authentic and credible.Collaborating with the right tastemakers is going to automatically give you built in-authenticity and provide for good checks and measures. However, it’s important to note that not every brand should be present in every trendy space simply because it’s perceived as popular. Brands lacking natural alignment or affinity and failing to add value will quickly be exposed.

Equally important is how your brand presents itself—the look, the tone and the language must feel part of that culture. When entering new cultural territories, it’s okay to start by dipping your toes rather than going all-in at once. Allow people to gradually get used to your brand’s presence in that space, and actively contribute to the culture.

4. Help shape and fuel. We don’t want to just show up. It’s not about imitating or replicating what’s already been done. Remember the infamous banana duct-taped to a wall at Art Basel? Sure, those brands that taped up a product to a white wall were part of the conversation, which is something, but it’s about more than just being there. Everything we do and create should contribute meaningfully, pushing the conversation forward or igniting new discussions. It should feel truly original, positioning the brand at the bleeding edge of what’s hot.