Decoding Culture: How brands can benefit from subcultures - An interview with Sven Labenz
In a video interview with m&k, Sven Labenz of Serviceplan Culture explains how brands can win over true fans and increase their relevance by integrating culture and subculture.
Traditional brand marketing has changed considerably over the last few years. Simply addressing a target group is no longer enough to successfully position a brand. Instead, it is becoming increasingly important to win fans who actively support the brand and shape its perception. But how can brands successfully master this change?
Sven Labenz, Managing Director of Serviceplan CultureLabenz addressed precisely this question in his lecture "Decoding Culture". In the subsequent interview with m&k editor Beat Hürlimann, Labenz delves further into the topic and shows how brands can become part of cultural and subcultural movements.
From audience to fan club
"Fandom is a strong driver in a culture or subculture," explains Labenz. "It's cool to be a fan of something again - be it an artist, a brand or a product." This opens up huge opportunities for brands by building long-term relationships with their community. The key is to foster a strong community and create a sense of belonging.
Product marketing rethought: From Product to the Look
Product marketing has also changed fundamentally as a result of new technologies and social media channels. Labenz speaks of a shift "from the product to the look". It is increasingly about staging a product in appropriate cultural moments - be it at sporting events, concerts or even product launches.
Cooperation as a success factor
Another important aspect of cultural marketing is the increasing importance of collaboration. "Cultural marketing is about rethinking collaboration," says Labenz. It's no longer just about hiring a celebrity for a commercial, but about creating collaborations that generate conversation. The aim is for these collaborations to become relevant in the real lives of the target groups.
At the end of the interview, Labenz emphasizes that it is important to "demystify" cultural marketing and welcome the changes with open arms. Cultural relevance will be crucial for brands to be successful in the long term.
Niko Backspin, hip-hop journalist and Chief Cultural Officer at Serviceplan Culture
Franziska Gregor, Managing Director Serviceplan Culture
