JAKOBIM

We believe that today brands need to look more actively and purposefully at the culture buzzing around them—in entertainment, in fashion, in news, on social media—and use that awareness to inform how they should best position and integrate themselves into the world. Consumers no longer want to be told what their culture looks like, nor what stories define it—they want to take part in that development. Brands should be a part of the culture, because consumers are a part of that culture. The goal for brands today, then, is this: tell stories that connect your brand to the culture so you become a part of it, too. At the end of the day, what becoming a part of the culture really requires is authenticity, engagement, and real deep involvement