Brand building has always been about entertainment BECAUSE brand building has always been about culture. Successful brands identify the culture they truly represent and become relevant by nurturing that culture.
This is not new, brands like Coca-Cola have always been able to tap into the youth culture of several generations repeatedly and then built storytelling that resonates in the form of entertainment. It was Coca-Cola that made the modern image of Santa Claus that we recognize today. It worked well, drawing in the audience and putting Coca-Cola into a brand for consideration during celebrations. Who would have thought someone could sell a carbonated sugary drink meant for summer during the winter season?
Perhaps the entertainment part is undeniable now because social media has just amplified the importance of cultural relevance. Social media has also evolved from just a connection platform to serving entertainment based on your consumption pattern. That’s why brands are always working to stay on-trend and produce buzz-worthy content that will provide relevant experiences (entertainment) to engage their audience with.
Culture, Entertainment, Brand: Symbiotic Relationship
Culture and entertainment are deeply interconnected, with each influencing and shaping the other. Entertainment, in its various forms—music, movies, art, fashion etc reflects and amplifies cultural values, norms, and trends. It serves as a mirror to society, capturing the zeitgeist and resonating with audiences on an emotional level.
Figure 1.1
Conversely, culture provides the context and content for entertainment, offering a rich tapestry of stories, symbols, and themes that entertainment media can draw upon. And when businesses can tap into that chemistry we see brands emerging.
Culture within and outwards
It’s interesting to note how a culture within a company or business is influenced by pop-culture, vision for the business, employee experience, customer experience and that is expressed in the form of movies, literature, art et al; which draws in more audiences towards the culture.
Figure 1.2
Perhaps, now it justifies why many businesses use entertainment to create relevant and relatable brands, connecting with the zeitgeist. This approach shapes their purpose, values, vision, beliefs, and promises, refer figure 1.1.
Cultural Impact on Commerce
If you have to talk about entertainment, culture and brands; some names are inevitable to pop up, beyond Coca-Cola. To name a few Nike, Apple, BMW, the ones who have gone through the test of time and proven to be resilient and gained our trust.
But the billion-dollar question is: Does entertainment lead to business growth? And what does it do to your profitability?
Nike has proven that over and over again. Find a few numbers across decades in the figure below.
BMW’s “The Hire” series is another example
BMW's "The Hire" series is a pioneering example of integrating digital storytelling with marketing. Understanding that 85% of its customers shopped online before purchasing their cars, BMW aimed to attract the right kind of traffic to its website—those who appreciated art films by influential directors and actors.
Inspired by John Frankenheimer's film "Ronin," BMW launched a series of short films featuring top directors like Ang Lee and Guy Ritchie.
These films premiered at the Cannes Film Festival and, despite mixed reviews, significantly boosted BMW's sales by 12% in 2001, with over 11 million views in four months. The campaign’s success underscored the potential of combining high-quality content with strategic digital marketing to drive brand engagement and sales.
Brand building today is a complex and heady mix of storytelling, technology, and cultural relevance. It requires a deep understanding of consumer behavior, a commitment to innovation, and the ability to engage with culture in meaningful ways. And these meaningful ways of storytelling often converge back to what the culture’s best expression mediums are ENTERTAINMENT through art, films, literature…….
And mind you this is not just true for consumer brands. Brands like Notion, Wix, Shopify are all B2B brands that also invest in culturally relevant entertainment.
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