(1/2) Is it just me or are we doing a lot more latching onto culture vs. creating culture these days? Everything is a reboot (ET, Home Alone), a partnership (Fortnite, Netflix), or depends... (cont’d)

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I agree. Every brand wants to “tap into culture”. A lot aren’t doing it in very well.

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I think borrowing equity from pop culture can be incredible powerful (sometimes) but I agree that we’ve become far too reliant on it, with brands falling over themselves to jump on a meme, trend or bastardise someone’s childhood favourite film/show. I know it’s the ultimate cliché to quote Bernbach but “we are so busy measuring public opinion that we forget we can mold it. So busy listening to statistics we forget we can create them” is especially relevant here.

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Culture has always recycled. Bell bottoms were a retro trend when they appeared in the late 60s. Punk was a throwback to the 60s in the late 70s. Shall I keep going? You see the pattern. So let’s stop pushing against culture and embrace the flow of invention and reinvention throughout culture.

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It’s cyclical in nature. One original idea creates a following of similarities, until everything is the too similar and another original idea breaks through again. Repeat. Repeat.

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(2/2) ...entirely on a celebrity, artist, or musician. It works, but it’s lazy. Right? Or is that just the state of creativity in 2020?

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