At Smarts, we fully believe that the brands that connect meaningfully with their customers through culture are the brands that last.
We call it Cultural Endurance. And we’ve showcased our thinking on stage with The Marketing Society in New York, we’ve discussed it with the former Editor-in-Chief of Vogue, and we’ve even released a book highlighting how brands can make their own mark in culture.
But a recent event may be the first time that we’ve articulated Cultural Endurance through the medium of cats.
That said, when a publication called MediaCat asks you to share some thinking – and when our Brand Futures Director, Nat Moores, realised she could make her cats (Remy and Pebbles, thanks for asking) famous, there’s really only one thing you can do.
And that’s what Nat did. Taking examples of brands that demonstrate cultural savvy and illiteracy, Nat assessed their Cultural Endurance with a ‘Ba’Remy’ter’, generating some fascinating – and sometimes very funny – results.
Watch the session – featuring brands such as Brita, Argos and Sylvanian Families – below.