I love this — as a (very infrequent) surfer and a brand marketer, it is incredibly insightful! I think about brands like Beautycounter (moreso at its inception when the sales approach and connection to legislation was stronger) and Goop with its constant - often wacky but years later rational to the mainstream - breakthroughs in thinking. Brands like Higher Dose that are revolutionary in how we approach wellness at home also come to mind.
This was such a great read. Thanks for sharing a guide on Culture Creators. I've often said that every marketing organization needs to embrace their "weird side" and embrace the "weird ones" in the room, bc they often have the answer. Still looking for a more appropriate word to substitute in for weird! :)
Yes! Maybe it's not weird, it's just not the mainstream yet. Look, some brands want to be popular. Others want to be impactful, transformational. Both are fine. And when 1 brand can manage to be both - FIRE!
I love this — as a (very infrequent) surfer and a brand marketer, it is incredibly insightful! I think about brands like Beautycounter (moreso at its inception when the sales approach and connection to legislation was stronger) and Goop with its constant - often wacky but years later rational to the mainstream - breakthroughs in thinking. Brands like Higher Dose that are revolutionary in how we approach wellness at home also come to mind.
Yes, I definitely see Gregg Renfrew as a Culture Creator, and Goop was definitely ahead of its time, particularly the Netflix Series, which I loved.
Others Culture Creators that are on my shortlist:
Rick Rubin
Katherine Power
Pharrell
The new brand Kiki World
I think Substack is a Culture Creator. I'd love to know the minds behind it. :)
This was such a great read. Thanks for sharing a guide on Culture Creators. I've often said that every marketing organization needs to embrace their "weird side" and embrace the "weird ones" in the room, bc they often have the answer. Still looking for a more appropriate word to substitute in for weird! :)
Yes! Maybe it's not weird, it's just not the mainstream yet. Look, some brands want to be popular. Others want to be impactful, transformational. Both are fine. And when 1 brand can manage to be both - FIRE!