Cultural Relevance in Modern Marketing
In an era where individuals may be flooded with over 10,000 messages daily, standout campaigns are now more crucial than ever. The strategic use of cultural forces in marketing can serve as a potent force multiplier—boosting relevance, engagement, and ultimately, impact. But with great power comes great responsibility, and successful marketers must navigate this landscape with nuance, agility, and ethical mindfulness.
A recent interview with grIP Team Member John Deschner, Head of Brands at Ryan Reynold’s innovative marketing firm Maximum Effort, sheds light on these contemporary challenges and strategies. Recognized by Time Magazine as one of the 100 most influential companies, Maximum Effort exemplifies how entertainment and marketing can bring people together in fun, smart, and unexpected ways—while maintaining a steadfast commitment to human decency.
The Shift in Marketing Dynamics
Deschner emphasizes the dramatic evolution in marketing messaging. Thirty years ago, most people were bombarded with fewer than 1,000 messages a day through traditional channels such as billboards, newspapers, and TV ads. Today, that number has skyrocketed to over 10,000, driven largely by social media and streaming platforms. This flood of information necessitates that brands find innovative ways to cut through the noise, often by aligning with trending topics or public conversations.
When brands tap into current cultural moments, they benefit from what Deschner calls "force multipliers." These include celebrity endorsements, high production value, and most importantly, cultural relevance. Such alignment not only amplifies a campaign's message but also invites audiences and press to become active participants—connecting more deeply with the brand by creating or appreciating nuanced connections rather than overt sales pitches.
Speed and Flexibility: The New Norms
Timeliness is of the essence. Deschner describes how rapid response strategies—like filming and editing within hours—are vital to capitalize on fleeting moments. This approach requires a highly adaptable workflow and decision-making process.
This agility, while rewarding, involves risks, including the potential waste of resources if a timely opportunity doesn't materialize. Still, the possibility of massive impact makes this high-stakes game worthwhile.
Ethical Considerations in a Culturally Charged Landscape
Beyond strategy, ethics occupy a central role in modern marketing. Maximum Effort operates under a clear mission to bring people together. This focus influences how the company responds to cultural moments—avoiding insensitivity and stereotypes while maintaining engagement.
For example, Deschner shares how the company refrains from reacting to controversy or divisiveness. When engaging with controversial topics, the goal is to be unexpected and clever without crossing into mean-spirited territory. The line is delicate but essential—ensuring that humor and entertainment never come at the expense of human dignity.
Knowing When to Stand Back
A key takeaway from Deschner's insights is the importance of a willingness to let an opportunity go. Despite the allure of creating noise, sometimes the wisest move is to hold back and avoid contributing to unnecessary controversy or negativity. Staying aligned with the core mission—bringing people together in fun, smart and unexpected ways—guides these decisions.
The approach is not about avoiding risks altogether but being judicious—letting some pitches go by and choosing only moments that truly align with brand values and timing.
Conclusion
In the dynamic world of modern marketing, success hinges on timing, agility, and ethical integrity, understanding cultural currents, responding swiftly yet thoughtfully, and maintaining core values are essential. As brands seek to stay relevant and influential, these principles serve as a valuable compass for impactful and responsible marketing.
