People use products to do a job for them. They might pay a premium for a brand they judge to be good at it.

But there are brands that fulfill desires that go beyond functional utility and for which we are truly willing to splurge. They are brands used to signal who we want to be and to appeal to those we want to be with.  

• How do brands become socially and culturally relevant and resonant like that?
• What can marketers do to achieve this for their brand?  Any brand?
• What does it take to sustain relevance and avoid becoming a fad?
• How do we know these efforts add, rather than distract from, creating value?
  
  

JP Kuehlwein will discuss these, and other questions around executing a Cultural Brand Strategy—including those submitted by you—with: 

• Jasmine Bina is a "Cultural Futurist" and CEO of Concept Bureau, a cultural brand strategy agency based in Santa Monica, CA that prides itself in unearthing and leveraging deep cultural insight. Jasmine actively pushes for innovation in the cultural branding space through regular publications, a strategy-expert round table Exposure Therapy she co-founded and her popular Unseen, Unknown podcast.
  
  How do rage rituals or conspicuous commitment relate to branding? Jasmine knows.
• Patrick Hanlon is the "Charles Darwin of branding" and CEO of primalbranding.co, a "brand transformation firm" that claims to master "the root code for building authentic brands". Patrick has studied the core desire of humans to belong and how to make them gather around brands for decades.
  
  His book, Primal Branding, is required reading at YouTube, his seminars sell out around the globe, and he was just asked to join the Executive Board of Fast Company.

In other words, these two panelists know a thing or two about people, culture, and how to make brands part of both. Be curious, build your brand building excellence, join our discussion!