Why Brand Discovery Starts with Culture

In her recent Fast Company Executive Board article, MG2 Principal Melissa Gonzalez explores how culture, communities, and everyday interests are shaping the way consumers discover brands.

“Consumers move between people, digital content, physical spaces, communities, occasions, and interests. Increasingly, the first meaningful encounter with a brand may not start with the product at all. People often meet a brand through things they care about or do in daily life: drinking coffee, running, reading, gaming, music, sport, travel.”