This article focuses on the different marketing techniques that companies have used and how social media has impacted the way firms try to reach new customers. The author discusses the misconceptions companies have about branded content, a common marketing technique that uses story-telling to capture the attention of an audience. He argues that companies should use cultural branding to expand their social media presence and reach new customers. Cultural branding is a marketing tactic that uses crowdcultures, online communities that share similar interests, to tap into new business ideas that solve consumers’ worries. An example given in the article was of Chipotle’s solution for people’s desire for healthy fast-food and how it has shaken up the fast-food industry. The author concludes by stating that firms need to focus on differentiating themselves by listening to crowdcultures’ interests and worries, making consumers aware of a problem, and providing them with a solution. Firms spend millions of dollars every year creating elaborate commercials, ad campaigns, and jingles yet consumers aren’t interested in what they have to offer. The popularity of streaming and the ability to skip ads has also created a problem for marketers because it means they’re losing potential customers. Popular brands struggle to gain and engage followers on …show more content…
Now, companies must acknowledge the influential crowdcultures that demand a change in the way things are being done whether it’s opting for organic food, reducing the use of plastic, or products free of harsh chemicals. Companies must recognize how these changing dynamics affect them and must use cultural branding to their advantage. Crowdculture has become a significant factor in forcing companies to adapt to consumers’ interest in healthy and environmentally-friendly