Marketing

This past June, YouTube CEO Neal Mohan stood onstage at Cannes Lions and reminded us that a revolution in storytelling has already happened—we’re living in it. And if you’re a marketing leader, the implications are massive.

“Today, YouTube is the epicenter of culture. Not forgettable fads, but culture with a capital C,” Mohan said.

I’ve spent over two decades helping brands like Apple, Disney, and Coca-Cola build enduring relationships with their customers. And I can tell you—what’s unfolding on YouTube isn’t just about video. It’s about how culture is now co-created, community-powered, and increasingly creator-led.

Let’s talk about what this means for you and your brand.

Creators Are the New Studios. The New Agencies. The New Brands.

Remember when iJustine filmed unboxings in her bedroom? Today, French creator Inoxtag is premiering Everest documentaries in cinemas and pulling 17 million views in under 48 hours—on YouTube.

“Creators are the startups of Hollywood,” Mohan declared.

He’s right. These creators are building teams of screenwriters, producers, animators, and editors. They’re not just personal brands; they’re cultural engines.

So, what if you stopped thinking of creators as “influencers” and started seeing them as your collaborators—your co-architects of emotional relevance?

Community is the New Loyalty

At The Cult Branding Company, we’ve studied how loyalty doesn’t come from repeat purchases—it comes from identity, belonging, and shared meaning. That’s why Harley riders tattoo the brand on their bodies and Apple users flock to MUGs (Mac User Groups). They don’t just use the product—they live the brand.

The same thing is happening on YouTube.

“Fandoms don’t just follow culture, they shape it,” said Mohan.

He pointed to The Amazing Digital Circus, which exploded to over 300 million views. But the fan-generated content? Over 25 billion views. That’s not a marketing funnel—that’s a brand ecosystem.

Shorts, Podcasts, and the Power of the Fan

YouTube Shorts now drives over 200 billion views a day. Podcasts attract 1 billion monthly viewers. And it’s not just passive consumption—fans remix, react, review, and recreate.

This aligns with what we call the Three Signatures of Community:

1. Shared consciousness
   
2. Rituals and traditions
   
3. A sense of moral responsibility to each other
   

When your customers start expressing themselves through your brand—like the Sidemen selling out Wembley Stadium—you’ve gone beyond product. You’ve tapped into collective purpose.

AI Is Here—But It’s the Human Connection That Wins

Google’s DeepMind has now integrated Veo 3 into YouTube Shorts. That means creators can generate video backgrounds, dub in new languages, and reach global audiences faster than ever.

“The possibilities with AI are limitless,” Mohan said. “But what’s even more exciting is how AI is helping creatives behind the scenes.”

From our vantage point, I’d add this: Don’t let AI distract you from the real work—building emotional connections. Use AI to enhance human creativity, not replace it.

My Bet? Emotion Will Outperform Everything Else.

I agree with Mohan’s final prediction:

“Creators will flip formats, blend genres, and push deeper into the mainstream… as brand ambassadors, big business ventures, and visionary storytellers.”

But here’s my take: The brands that understand the emotional needs of their customers, and invite creators and fans to co-own the journey—that’s where the future lives.

If Harley-Davidson could become a global brotherhood of freedom, if Apple could create a tribe of rebels with a cause, if Patagonia could turn activism into a billion-dollar business—you can do it too.

But you’ll need to stop trying to “control the message” and start building a brand collective—a place where customers, creators, and culture-makers converge.

Don’t Just Advertise—Belong.

We’re entering an era where traditional campaigns are replaced by movements. Where belonging beats broadcasting. Where your customer isn’t just your buyer—they’re your media channel, your storyteller, and your co-pilot.

So if you’re a CMO or brand leader trying to future-proof your strategy, take this to heart:

It’s not about attention anymore. It’s about connection.

And that’s where the next 20 years of branding will be won.

—BJ

Most brands see media strategy as logistics: channels, CPMs, impressions.
But the media isn’t just a delivery system—it’s a declaration.

Your media choices tell your customers who you are and what you value.

Every placement, every partnership, every format sends a message—whether you intend it or not.

And when the media misaligns with your brand’s soul, your message gets lost—or worse, mistrusted.

Media Is Message, Not Just Medium

It’s not just what you say. It’s where you say it.

Would you launch a campaign about inclusion and community by buying aggressive pop-up ads on a clickbait site? Probably not. But brands make subtle versions of this mistake all the time—showing up in places that don’t match their values, audience mindset, or intended tone.

When media placement doesn’t reflect your beliefs, your customers can feel it—even if they can’t quite articulate what’s off.

A Hypothetical Misstep: What If Walmart Got It Wrong?

To see how this plays out, let’s imagine a version of a real campaign—but with the wrong media strategy.

Earlier this year, Walmart partnered with Megan Thee Stallion to launch her Hot Girl Summer swimwear collection—designed to empower women of all shapes and sizes with bold, inclusive style.

Now imagine if Walmart had launched that line with print ads in outdated Sunday circulars, or low-res banner ads on discount coupon sites.

Technically, they’d reach people. But emotionally? They’d miss the moment.

That kind of media would clash with the spirit of the campaign. It would strip away the cultural relevance and energy of Megan’s brand. It would send a message that says, “We’re checking a box,” not “We get it.”

What They Did Instead: Soul-Aligned Media Strategy

Walmart got it right—because they knew it wasn’t just about the product. It was about the placement, the partnership, and the platforms.

The Hot Girl Summer swimwear line launched in 500+ Walmart stores, lived front-and-center on Walmart.com, and was promoted through native Reels on Instagram and TikTok—right where Megan Thee Stallion’s audience spends their time, shares culture, and drives trends. The campaign even took center stage at Miami Swim Week, making a bold statement in a space that celebrates confidence and style.

At the heart of this cultural moment was Marcus Moore, one half of Contenders award-winning Executive Creative Director duo, who led the creative direction for the campaign. Marcus brought bold vision and nuanced insight, ensuring that the message didn’t just show up—it showed up right. His approach blended authenticity, empowerment, and cultural fluency, giving the campaign the emotional depth and relevance it needed to resonate.

Also part of the powerhouse team at Contender is DeChazier Pykel, Executive Creative Director, whose creative leadership continues to set the standard for culturally driven campaigns.

🌟 See why DeChazier is one of the top creative voices shaping culture-first branding.
👉 Watch his reel here

This wasn’t just smart advertising. It was emotionally intelligent brand building.

The result? A campaign that felt organic, empowering, and exactly where it needed to be.

Because when media aligns with message—and message aligns with meaning—you get more than impressions.
You get impact.

Ask Yourself: What Is Your Media Strategy Saying About You?

• Are you showing up where your customers feel seen?
  
• Are you choosing placements that reflect what you believe?
  
• Are you using the media to invite, or to interrupt?
  

Every media decision tells a story about your brand.

If you’re not intentional, your placements may be saying more than your message.

Media is memory. Make sure the memories you create match the meaning you intend.

Ready to Align Your Media with Your Message?

If your brand is ready to stop just reaching people—and start resonating with them—we’re here to help.

Let’s talk about how to make your media strategy a true reflection of your brand’s purpose.

Here’s a hard truth:

Most successful brands sell dreams—not reality.

That’s not a cynical take. It’s just how humans are wired.

Airbnb doesn’t show you the cramped basement apartment with a clunky lock and an awkward host. They show you the treetop retreat in the jungle or the mountain cabin with endless views. 

The fantasy.

Why?

Because the dream is what sells.

Always has.

But There’s a Catch…

There is a time when radical honesty can outperform even the best dream.

It’s when everyone else is faking it.

John E. Powers, the world’s first professional copywriter, knew this over 100 years ago. He didn’t just tell the truth—he made it his edge.

One of his ads simply read:

“We have a lot of undesirable gossamers we want to get rid of.”

They sold out the same day.

Another?

“They’re not as good as they look. But good enough. 25 cents.”

They flew off the shelf.

And then, the boldest of all:

“We are bankrupt. If you come buy tomorrow, we can pay our creditors. If not, we’re done.”

The store was packed the next day.

Why Did It Work?

Not because people prefer honesty.

But because no one else was being honest.

When the market is full of inflated claims, slick copy, and over-polished images, truth stands out. It’s disruptive. It’s real. And in a world addicted to image, reality can feel revolutionary.

So, What Does This Mean for Cult Brand Builders?

If you’re crafting a brand people will obsess over, here’s the formula:

• Sell the dream when it taps into deep emotion and identity.
  
• Tell the truth when it breaks through a sea of noise.
  
• Use contrast as a strategy—not just creativity.
  

Honesty only works when it feels different.

Cult brands aren’t built by picking truth or fantasy.

They’re built by knowing when to deliver each—and doing it with intention.

Dreams pull people in.

Truth earns their trust.

Contrast makes it unforgettable.

Want your brand to live in hearts, not just carts?

Know when to break the script.

In marketing, targeting is often hailed as the holy grail. With today’s digital tools, we can zero in on precise audience segments—down to job title, purchase intent, or even what someone had for lunch. It’s no wonder that many marketers, especially those focused on performance, have come to view reach as inefficient or even wasteful.

But if you’re looking to build a lasting brand and a passionate following, it’s time to challenge that belief.

The Misconception: Treating TV Like Digital

When marketers hit the limits of digital performance, they often turn to broader channels like TV or streaming. But instead of using these platforms for what they do best—mass reach—they try to make them act like digital. They segment. They over-target. They avoid “waste.”

And in doing so, they often miss the real opportunity.

The Reality: Reach Drives Better Returns

It might sound counterintuitive, but reach actually delivers stronger long-term ROI than hyper-targeting. Here’s why:

1. You Build Mental Availability

Consumers don’t make decisions in neat, linear paths. Most buying decisions are subconscious, emotional, and influenced long before the moment of purchase. Broad reach builds mental availability—the likelihood that your brand comes to mind when someone is ready to buy. If you’re not in their head, you’re not in the game.

2. You Avoid Missing Ready Buyers

Over-targeting can blind you to customers who don’t perfectly fit your Ideal Customer Profile, but are ready to convert. Maybe they’re a step removed from your “perfect” demo. Perhaps they’re a future buyer. Either way, reach ensures you don’t leave them behind.

3. You Expand the Funnel

Growth doesn’t come from targeting the same niche over and over. It comes from scaling awareness and nurturing future demand. Every brand needs to continuously introduce itself to new people. REACH is how that happens.

4. You Reduce Cost and Improve ROI

Broad targeting doesn’t just increase exposure—it often lowers your cost per conversion. You tap into underpriced attention and reduce the saturation and fatigue that comes with small, overfished audiences.

Sophisticated Reach, Not Spray-and-Pray

To be clear, this isn’t about advertising to “everyone with a pulse.” It’s about smart, strategic expansion. Sophisticated reach means casting a wider net with purpose—understanding where your future customers live, work, and play, even if they’re not your “perfect” buyer today.

In many cases, you’re better off expanding your target than contracting it.

If you’re serious about building a brand that lasts—one that people talk about, return to, and advocate for—reach must be part of your strategy.

Brands aren’t built in dashboards. They’re built in people’s minds. And you can’t occupy minds you never reach.

“It’s not fashionable these days to say that you want to put more effort towards brand and consumer sentiment because they’re harder to measure… And yet, if you don’t have that balance, you’re going to run into trouble sooner rather than later.”
— Lena Waters, CMO of Grammarly

There’s nothing I love more than hearing a B2B CMO champion top-of-funnel brand building — especially someone like Lena Waters, who helped guide Grammarly from a consumer-loved tool to a trusted enterprise solution.

Grammarly didn’t just “add” a B2B offering — they expanded into it. And their strong brand awareness from years of consumer marketing made that transition significantly smoother.

Lena gets something a lot of performance-minded marketers miss: Most of your future revenue doesn’t come from people in-market right now. It comes from the much larger group of out-of-market buyers — people who aren’t ready to act yet, but will be someday.

If your brand is familiar and trusted when those buyers enter the market, your performance marketing suddenly works a lot harder. Lower acquisition costs, faster sales cycles, better close rates — all fueled by prior investments in the brand.

That’s why Lena continues to invest in brand-building while scaling direct response.

Because here’s the truth:

✅ Brand isn’t soft.

✅ Brand isn’t a “nice to have.”

✅ Brand is a force multiplier that lifts every part of your funnel.

So yes, track your KPIs. 

Optimize your CTAs. 

But never forget:

The best-performing brands are the ones that people already know and trust when it’s time to buy.

—BJ