What does it really mean to root a brand in culture, and why does it matter?

Clearly I’m not the first brand marketing person to say this, but if you want to build a leading brand in today’s hyper-connected world, you need to look at how to build meaning into your product offering. It’s not an exaggeration to say that customers who shop in the premium space want to support brands that resonate with their values; who reflect their identity, and understand the cultural conversations shaping their lives. This is where the idea of “rooting a brand in culture” comes in. But what does that really mean, and why does it matter?

Defining culture in brand building

Culture is more than art, music, or fashion — it’s the shared values, beliefs, traditions, and behaviours that give communities their identity. Rooting a brand in culture means aligning your marketing plans with these shared experiences in a way that feels genuine, natural and relevant. It’s about seeing beyond transactions and into the emotional, social, and cultural context in which people live. It’s also the difference between brands that soar — quickly gaining followers and engagement on social, seeing that convert into sales, sparking conversation and garnering attention from audiences of all kinds — and those brands that… go unnoticed by the vast majority.

Why rooting in culture matters

1. Genuine connection

I’m a bit fed up with the word authentic, so let’s find another way to talk about it. A brand that feels rooted in culture feels distinctly of the here and now. It’s not just about launching in moments that matter, it’s about creating an entire brand world that feels relevant, current and highly appealing. When people see their stories, or struggles, or celebrations reflected, it’s not an exaggeration to say they feel seen and understood — and that’s where brand loyalty begins to take root. 

For example, back in 2016, a cultural shift was happening in the wellness space around sleep. Replacing the brash and boastful chants of sleep being for the weak, were a handful of experts who were beginning to advocate for the incredible power of sleep and getting more of it. Eve Sleep — maker of the original mattress in a box — saw this, and spotted the opportunity to be part of the conversation. They built their entire brand around how to help people sleep better. This was the north star that directed every part of the business, from PR to social, product design, events and advertising.

One of their most successful activations was the Nap Station. A cafe style workspace that popped up in East London, customers could nap (yes, really) for up to an hour at a time as well as enjoy a free coffee, hop onto the wifi and try out Eve products. The Nap Station gained an enormous amount of press coverage across industry and consumer media, as well as organic social, and provided plenty of partnership and content opportunities. It worked because it tapped into a wider societal trend and topic of conversation, and it took the brand out of the commodity space and set it firmly on the path to becoming a brand with significant social standing. That’s cultural marketing. 

Haven’t heard of Eve Sleep? Not impressed by what they’re doing now? Me neither, to be honest. And that’s because they’re no longer at the forefront of cultural marketing. They’ve fallen off the brand marketing band wagon, so to speak, and back into the space of heavy discounting and peddling a commodity. (Which is sad for me to say as I used to work there and my boss, co-founder and chief brand officer Kuba Wieczorek was not only the BEST human but also a brand building genius but that is, perhaps, another story). The point is, taking a cultural marketing approach works, and if you don’t take that approach, you quickly lose traction.

2. Differentiation in a crowded market

If you’re selling a consumer product, it’s likely you’re in an extremely crowded market, where customers have countless options to choose from. You need something compelling if a customer is to choose your product over someone else’s. Your brand needs more than good products to stand out. Cultural relevance gives a brand unique positioning — one that competitors can’t easily replicate. Another brand I think does this well is Desmond & Dempsey. They’re not just selling stylish pyjamas, they’re selling the idea that “doing nothing is doing something” — they’re selling the permission to relax on Sundays, stay in your pyjamas, to rest and recharge. Packaged up in a way that’s premium quality, intelligently marketed and beautifully drawn. 

Trending: Nature immersion and real-world reconnection

3. Driving conversations and influence

Brands that tap into culture become part of the conversations that matter. Instead of interrupting — putting something out there at a time that works for you, but makes no acknowledgement about what’s going on in the wider world — they participate. Spotify Wrapped is another good example. Each December, they turn users’ listening data into a cultural moment. Which means that Spotify doesn’t just launch an advertising campaign; it sparks a global conversation, where users proudly share their stories and we gain insight into what’s trending and why, and the brand becomes part of pop culture itself.

Trending: Embracing extravagance; making moments matter

4. Long-term relevance

Trends come and go, but culture evolves more slowly and deeply. A brand that invests in understanding cultural shifts can stay relevant for years, not just months. Apple has consistently shown this through its “Shot on iPhone” campaign, which leans into the cultural rise of user-generated content and the value of creativity, positioning the iPhone as a tool for cultural participation rather than just a product. And one that all of us can participate in. 

Trending: Nostalgia, cinematic takes and a nod to the analogue

So, a quick checklist on how to root a brand in culture

• Look and listen: Pay attention to what people are talking about, both online and offline. Notice shifts in behaviour, study which brands are getting attention and analyse why. 

• Find genuine alignment: Don’t chase every trend. Identify where your brand’s values naturally overlap with what’s going on around you and keep your focus.

• Co-create with communities: Involve the people you aim to serve. Collaborations with cultural leaders, creators, and communities give your brand roots. 

• Show up consistently: One-off campaigns risk being seen as opportunistic. Cultural marketing requires ongoing and genuine commitment.

Rooting a brand in culture isn’t about chasing buzz or (shudder) going ‘viral’ — it’s about building meaning. In a marketplace where attention is scarce and loyalty is fragile, cultural grounding is what helps a brand move from being just another option to becoming part of someone’s identity. Success is when someone says “I’m a XXX [insert brand] kind of girl/guy.” That’s the kind of brand that lasts.

Keen to inject some relevance into your marketing? Think you could do with taking a fresh look at your positioning? Drop me an email at hello@elizabethrhodes.uk — I’d love to chat. Or, sign up to my newsletter here for more insights on brand building and communications.