The majority of those familiar with the original Shared Beliefs say the same thing: ‘Many of these are true but even more so.’ In particular, Mike’s suggestion that you need to keep your finger on the pulse if creative ideas are to have currency and ensure brand longevity.
Yet in our post-digital arenas, you need several fingers on different pulses to work out which cultures to operate in, which creative journeys to take and how to react quickly to shifting trends. After all, such rapid change demands rapid response.
Keeping a finger on the pulse means connecting in a meaningful, emotional way so it’s vital to embed yourself into consumers’ real worlds, with an eye on the fringes. Creative ideas are no longer just competing with other advertising. They’re competing with mountains of other stuff – memes, likes, shares and clicks. It’s a problem and an opportunity. Most brands would love to tap into and flourish within those cultures, so understanding them becomes crucial.
That richness is important because culture can sometimes prove to be ephemeral. Today, trends aren’t even trends, they’re blips. Brands can grow dangerously thin trying to latch onto them without understanding whether they’re the right fit. The real magic lies in the emotional core of cultures – why do people care, what is the nature of the connections being made within these cultures?
Sometimes the question to ask is not which culture should we be connected with but which part of that culture do we want to operate in. Using creativity to change the future means that we need to be a part of people’s real lives.