RESPECT, REFLECT, RELATE
2020 certainly cannot be criticised for being conventional. It has come crashing into our lives with the intent of ripping up the rulebook and changing us, in some ways and in many ways, forever.
We are living through a key moment in history…
Coronavirus. Lockdown. Black Lives Matter. Trans Lives Matter. Facebook Boycotts. Brexit.
The chapters in the 2020 yearbook have sent shockwaves around the world and put the spotlight on cultural movements that refuse to go away.
For brands it is simply not an option to sit on the fence and observe the cultural conversation as a bystander. The time for cultural engagement has never been so needed, wanted and expected by consumers.
Consumers are looking for brands to stand with them and be an ally. And for brands, the stakes have never been higher. Getting it wrong in this climate could cost you everything.
Huck x Nike: Nothing Beats a Londoner
Understand your role – who are you to your consumers and what do they want to hear? Note, that is not a green light to grab whatever purpose-driven message you think will plug a gap and make you culturally relevant, treat your consumers with more respect than that because inevitably they will press the Bullshit Button.
Remember, your consumer has never been more informed nor more confident to call you out when you try to cut corners.
Take L’Oréal recent stance on Black Lives Matter. In principle, great to see a brand of their stature come out with such a strong message of solidarity. In reality, consumers saw straight through the message and instead called them out for dropping BLM and Trans Activist Munroe Bergdorf two years previously for standing by the exact same movement. A communications disaster for L’Oréal which they justifiably got lots of flak for.
To engage with culture you must respect it, reflect it and relate to it. Don’t just assume you understand the culture your consumer is living. If 2020 has taught us anything it is to never be complacent.
Brands who get it right don’t get it right on a whim, they get it right because they engage in that culture conversation with their consumer every day.
The great John Hegarty once said you must see your brand as a living breathing human. What’s your personality? Who are your friends? How do you want to be perceived? How are you perceived?
By seeing your brand as human you will be able to create a story that credibly joins the dots between your brand and culture.
Finally, be memorable. Always remember that just because you’re telling a story doesn’t mean that people are listening. It is estimated that the average human scrolls through 300ft, roughly the height of the Statue of Liberty, of content every day. Indifference will leave you drowning in that sea of content.
So, stand out. If you’re asking for people’s attention you have to make it worth it. Make your story a good one.
In order to get people to listen you need to take them somewhere they haven’t gone before. Your aim should always be to have your story retold… that is what culture is:passing on a message that deserves to be retold.
About Sarah O’Kane
Sarah is Head of Partnerships at TCO London. Sarah leads global brand partnerships across TCO’s two media brands Huck and Little White Lies. TCO works with brands to bring them closer to culture by leveraging our global network of writers, illustrators, photographers, activists and filmmakers to access unique and inspiring stories from around the world.
A branded content specialist, Sarah joined TCO in 2020 having spent almost 9 years at Channel 4 within their brand partnerships team.
About TCO London
Established in 2006, TCO London is the company behind premium culture and entertainment media brands Huck and Little White Lies as well as our full-service creative agency. We leverage over a decade of original journalism, filmmaking and design to help some of the world’s leading brands and organisations ranging from Nike and Levi’s to Google and Accenture connect with culture through unique insight & access, remarkable stories, premium content and partnerships.
For all enquiries, please contact Sarah.
