Beyond Products: How Brands Become 'Most Contagious' in Today's Culture

Media Minute is WPP Media's series, specifically crafted to empower our clients and marketers for their intelligence era.

In a world increasingly shaped by AI and digital experiences, brands face a crucial question: how do we move beyond simply selling products to truly connect with people? The recent "Most Contagious" conference offered some brilliant insights, highlighting that the most successful brands aren't just selling – they're becoming an integral part of culture, fostering communities, and offering genuine value. It's all about Intelligent Growth, helping us understand the "why," not just the "who."  

The Shifting Landscape: From Transactions to Connections 

For years, data connectivity in media has relied on stitching together consumer IDs. But as the "Most Contagious" event underscored, this approach is narrowing. With 80% of business data unmatched to individual IDs, rising privacy concerns, and the growth of walled gardens, traditional identity solutions are becoming a bottleneck. 

The challenge is clear: digital services and AI, while making lives easier, also risk commoditizing brands. In a cash-strapped, under-pressure consumer landscape, brands need to matter more than ever.  

The exciting opportunity? To add real value, become a vibrant part of people's culture, and build long-term communities based on trust and respect.  

The Power of Play and Escapism 

People are craving an escape from the day-to-day, and brands can be the ones to provide it. By leaning into escapism, brands can spark joy through nostalgia, tap into childhood memories, or even offer thrilling experiences. Think of the "80s world" built by the sunscreen brand Vacation, or physical spaces that become rituals and welcome breaks from routine. 

Creating a Shared 'Club' 

The idea of a "shared club" is powerful. By using shared language or creating fan-only spaces, brands can cultivate unique environments for their superfans. Movie studio A24, for instance, created inside jokes within their AAA24 club that eventually made it into mainstream culture, making their audience feel like part of something special. This is about helping us move at the speed of behavior, not the speed of identity, by understanding how communities form and thrive. 

Knowing Your Brand, Giving Up Control 

As KitKat demonstrated, your brand's core identity must ring true, no matter how you show up. This requires a "brand geek" who understands the DNA, a "culture vulture" with a pulse on what's next, and a "team captain" to bring it all together. 

Perhaps the most courageous insight? Giving up control. Unilever's "Vaseline Verified" campaign empowered creators to tell the brand's story. This approach, built on trust, can lead to unexpected, yet rewarding results. It's about fostering authenticity and letting your community lead, which can unlock exciting new opportunities. 

Looking Beyond Your Lane 

Innovation often comes from unexpected places. Brands should look beyond their immediate industry for inspiration. Artist Rosalia launched her album via Substack, creating a viral moment. Lucky Saint, a non-alcoholic beer, found new opportunities by becoming part of Tesco Meal Deals and creating community run clubs. Sprite repositioned itself as the perfect pairing for spicy food, tapping into Gen Z's preferences.  

Key Insights for Product Marketers: 

• Community is Currency: Focus on building genuine communities around your brand, moving beyond transactional relationships to foster trust and shared experiences. 

• Embrace Escapism & Play: Identify ways your product or brand can offer moments of joy, nostalgia, or engaging experiences that provide a welcome break from routine. 

• Authenticity Over Control: Trust your audience and creators. Empower them to tell your brand's story, even if it means relinquishing some control, to build deeper, more authentic connections. 

• Cross-Industry Inspiration: Don't limit your marketing strategies to your direct competitors. Look at how brands in diverse sectors are innovating to find new ways to engage and add value. 

• Behavioral Insights Drive Impact: Understand the "why" behind consumer behavior, not just demographic "who." This allows for more precise targeting and the creation of truly relevant experiences. 

Ultimately, the "Most Contagious" conference reminds us that in this intelligent era, brands that dare to be human, authentic, and deeply connected to culture will be the ones that truly thrive. It's about putting the power of prediction in your hands by understanding these cultural shifts and translating them into impactful strategies.