Marketing

Cultural relevance isn’t won by playing safe. It’s earned by backing the brilliantly strange before the boardroom catches up – seeing folk heroes in the niches, trusting intuition over sanitized “brand fit,” and moving while the magic’s still messy.

In an era optimized for convenience, the brands that introduce deliberate, meaningful resistance become the ones people follow.

Streaming has shattered the old broadcast model. In a creator‑led era where attention lives in chats, clips, and memes, brands must rethink sponsorship measurement around participation, virality, and outcomes – or risk irrelevance.