Brands as a cultural catalyst

posted on Aug. 16, 2024 at 12:30 pmAug 16, 2024

MCH Global's Senka Music writes on how culture should function as a catalyst to create brand moments that deeply resonate with the region.

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In a world drowning in noise, brands face a challenge: to stand out and connect meaningfully with their audience. The days of generic events and mass-produced campaigns are over.

To thrive, brands must evolve into cultural catalysts, sparking conversations and forging authentic relationships with their audiences.

The key lies in harnessing the power of collaboration and localisation. By partnering with emerging regional talent across music, art, and fashion, global brands can tap into the pulse of local culture.

This approach not only empowers new voices but also validates the re

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the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.