Social and cultural relevance is a cornerstone of brand storytelling.
When Gilette published their campaign film “We Believe: The Best Man Can Be”, all praise and all hell broke loose at the same time. The brand surfed the wave of the #metoo movement, condemning toxic masculinity. A very conscious decision, that for sure. A risky one? No doubt about it, either. A relevant one? Well, absolutely. Gilette is a brand that is over one century old, with a slogan “The best a man can get'' that has functioned for over 30 years now. When the times and societies change, savvy brands respond and take their position. It is about staying connected to the surrounding reality.
As the world turns, new viewpoints emerge. People and societies reevaluate their norms. That’s a natural process, and long-existing brands often wake up as a part of the old, decaying narrative. That is why it is key to notice a shift at the right moment and act on it. This principle is not applicable only to the big, iconic players. Social and cultural relevance is crucial for smaller brands, too. It is a cornerstone of brand storytelling.