[Once upon a time if you had a brand, you stood for something and never wavered. But many brands who have stood by this maxim have become extinct. Why? Because culture has shifted, and the brand’s point of view has become irrelevant. (C’mon, you don’t have to think too hard to come up with a brand that used to mean something to you but now doesn’t.)
If you want your brand to succeed today, you need to develop a brand that doesn’t just make sense to popular culture; you need one that ultimately leads it. Popular culture should be your brand’s touchstone. After all, brands are personalities that live in popular culture. When they tell relevant stories that dovetail with popular culture, people connect with them.