The Quest for Cultural Icon Status in the Social Media Era

Brands that once used conventional platforms now seek to bond with their audience on platforms like Instagram, Twitter, and Facebook. The objective? To carve their niche as genuine, authentic cultural icons.

Brands as Storytellers and Advocates

Platforms like Instagram give brands a golden opportunity to wear the storyteller's hat. They've become places where brands narrate stories that matter - to them and their audience. Consider Patagonia's spirited commitment to the environment or how some brands align themselves with social causes. This is cultural branding in action.

However, the storytelling is just the tip of the iceberg. As Holt emphasised, the essence lies in authenticity and sincerity. In this age of information saturation, consumers have honed an uncanny ability to distinguish the genuine from the superficial. And when they do, they aren't shy about voicing their sentiments. The personal nature of social media interactions means that brands must tread carefully, ensuring their messages resonate with genuine intent.

The Dual Face of Big Brands on Social Media

Brands like Nike and Red Bull are undoubtedly giants in the social media universe. Their campaigns, from "Just Do It" to adrenaline-pumping extreme sports, are a testament to their storytelling prowess. Yet, it's worth pondering: Does a large follower count equate to authentic engagement?

Contrasting their numbers with social media sensations like Mr Beast and Dude Perfect offers an intriguing perspective:

• Mr Beast recently uploaded a video titled "$1 versus $500,000 Plane ticket," raking in an astounding 117.75 million views in just two weeks.
• Dude Perfect mesmerised 1.4 million viewers in two days with their "Pickleball Trickle Shot" video.
• Red Bull, in their gripping "landing a plane on the world's smallest runway" video, garnered 1.4 million views in a month. This, despite many of their videos struggling to cross the 300,000 mark.
• Nike's "The untold story of Airmax" languished at 55.5K views over four weeks, with their "What are you working on series" mirroring similar numbers.

The divergence is clear. While Nike and Red Bull have had their moments under the social media spotlight, they sometimes fall behind in genuine engagement and aligning with present cultural movements.

Bridging the Gap: Lessons from the New Age Icons

Brands can extract rich insights from the likes of Mr Beast. The success formula? Authenticity and a commitment to the craft. By focusing on the seemingly ordinary and backing it up with unparalleled dedication, Mr Beast has woven a devoted community of followers.

The Takeaway

Holt's "Brands Become Icons," though penned before the social media explosion, harbours principles that resonate more now than ever. The rise of social media has not just made cultural branding indispensable, but it has also sharpened its core message. The question for big brands then isn't just about amassing followers but understanding their pulse. Are brands really in tune with what their followers desire? Or are there gaps waiting to be bridged? For businesses today, these are not just contemplative questions but challenges that could dictate their future in the digital landscape.