We increase brand relevance and equity by integrating clients into relevant pop culture. Sometimes, we help them create it.

Pop culture surrounds us. It is a part of our daily lives, and a component of most casual conversation. Its artifacts trend high in social media, and get absurd visibility in the news. Wikipedia defines “Pop Culture” as the totality of ideas, perspectives, attitudes, memes, images and other phenomena that are deemed preferred per an informal consensus within the mainstream of a given culture. Heavily influenced by mass media, this collection of ideas permeates the everyday lives of consumers.

We believe that a core component to any consumer brand’s marketing strategy should be to identify properties in entertainment, art, music and culture that have a similar “consumer DNA” to their own. These properties could also be other brands in non-competitive categories, but share a “brand constellation” effect with the brand in question.

We use a proprietary evaluation and analytics platform that we call ENTERBRAND to help our clients identify such partnerships and integration opportunities, pro-forma its success, identify measurable KPIs, negotiate the partnership / integration, execute it creatively, leverage the partnership across the enterprise, and evaluate its ROI.

A big part of the process is the creative ideation that creates a win-win opportunity for both our client and the partnership entity. We have extensive experience in working with entertainment properties, celebrities, production companies, and “superstar brands.”