Conference: Oct 5-6
Workshops: Oct 7
The Challenger Approach to Cultural Relevance: Build a Cult, not a Campaign
Eric Fulwiler (Co-founder and CEO, Rival)
Location: Room 205
Date: Tuesday, October 6
Time: 10:15 am - 10:45 am
Pass Type:
All Access, Digital, CMWorld 2-Day, CMWorld 3-Day -
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Session Type:
Session
Track:
Audience Building
Vault Recording: Video
Last year we said that monoculture was dead and microcultures drive meaning now. Cool. Everyone agrees. Moving on. The next step is figuring out how to effectively drive relevance through microcultures. And that's where most brands have stalled out. But not challengers...Strip culture down and you find one thing: belonging. Challenger brands are grabbing inspiration for creating belonging with consumers from a surprising place: cults. After all, cults organize around shared belief, rituals, initiation, and a reason to exist that has nothing to do with what they're selling. Behaving like a cult means giving up the thing most incumbent brands guard the most, control. You don't get to write the message, own the audience, or measure it the way you're used to. You show up, contribute, and let the community decide if you're in. In partnership with Tumblr, challenger brand consultancy Rival has conducted a thorough analysis of what actually drives belonging in microcultures. In this keynote, Rival's CEO, Eric Fulwiler, will share the key insights, trends, and a practical framework for building belonging and driving relevance in microcultures.
Takeaway
- What drives the growth of microcultures
- Why belonging is the foundation for relevance
- How challenger brands are creating belonging
- The playbook for driving relevance through belonging in modern microcultures