Intent beyond cultural improvisation
Marti Rosenberger
Senior Strategist, New York
Brands across industries are vying for cultural relevance, activating this through brand partnerships, influencer collaborations, creative campaigns, social media, product innovation, and more. At the core of all these efforts is a reliance on trends to resonate in ways that are timely, relatable, and authentic. Achieving viral success can manifest in multiple forms—whether through impressions, widespread recognition, or the establishment of a new convention. As consumer expectations evolve and elevate, brands must adopt a more intentional approach to truly connect. Success is no longer defined by being the first to capitalize on a trend, but by being the brand that executes it most effectively. Understanding three key consumer behaviors can help brands act with intent.
As consumers are bombarded with countless messages, they’ve become increasingly discerning and critical – immediately picking up on any disconnects. Coming across as exploiting trends or opportunities purely for self-gain or as having an unstable brand identity undermines consumer trust and fails to nurture the relationships between brands and consumers. Van Leeuwen Ice Cream captures consumer attention in consistently surprising ways. From the outset, its focus has been on crafting high-quality, innovative flavors for a broad audience. Without a paid advertising budget, the brand has relied on product excellence and organic, word-of-mouth marketing to build its reputation. Its consumers have learned to expect unconventional partnerships that act as marketing stunts themselves. These partnerships and new flavor releases spark polarized reactions that fuel conversation and reinforce the brand’s distinct approach to ice cream. While not every flavor appeals to the masses, consumers have embraced this bold, distinctive approach.
Trends are inherently transient, so capitalizing on them requires a timely and deliberate approach that delivers immediate impact without sacrificing a brand’s values. When executed well, these initiatives can serve as valuable extensions of a brand. But if these efforts don’t align with a its core identity, it can do more harm than good – undermining credibility and blending into the rest of the category. Glossier has meticulously crafted a cohesive aesthetic. By prioritizing skincare in an approachable, inclusive manner, Glossier has created not only a resonant makeup aesthetic but also a recognizable brand identity that complements it. The brand’s origins as a blog are evident in the way it fosters genuine conversation and engagement with its audience. Its ethos is reflected across every touchpoint – campaigns featuring real customers, product releases, packaging, and in-store experiences all feel like natural extensions of the brand’s core. This makes it easy for consumers to connect with and return to the brand.
Consumers are quick to notice when a brand is trying too hard; they want brands to appear effortless. To achieve this, a brand’s engagement must feel natural and instinctive—never forced or contrived. When a brand’s actions appear overthought, they risk feeling cheesy or desperate. Luxury fashion brand Jacquemus creates notable, out-of-the-box marketing that stands out for all the right reasons. Whether through CGI, out-of-home advertising, or daring fashion week stunts, Jacquemus seamlessly integrates contemporary trends into its cultural presence and its products. Every aspect of the brand reflects its broader vision to create innovative, elegant, and original pieces of art that never compromise on quality or attention to detail. While leaning into trends and inserting oneself into culture is not one-size-fits-all, one thing is for sure: the most enduring and impactful brands are those that engage with the here and now both purposefully and authentically.
So, getting very clear with your brands intent helps you act consistently, stay true to your values and deliver a truly authentic brand experience to your customers.