by: Scott Goodson
The opportunity for advertisers is to define culture. The culture point is fundamental.
We are entering, from a business point of view, the Culture Economy. The Culture Economy is where brands define or redefine culture in the social context. Where consumers align and engage with the values of this culture. Where the company lives, acts and does culture. Where culture drives business decisions. It's the exact opposite of a company who simply sews a marketing idea onto a company as appendage.