All marketing is cultural. People you want to serve belongs to a community and a tribe or tribes. A tribe that reflect who they are or aspire to be. The story they tell themselves.
Culture is what people do, what they believe, what they value, and how they conform to a peer’s group, which informs their worldview. And in turn influences the behavior they choose, the status they seek, and how their actions fit the tribe. What they do is influenced more by who they are than what you say. People like us do things like this.
People don’t know what you know, don’t care what you care for, and don’t seek what you seek. Their experiences are not your experiences. And that is ok because it is not about you, it is about them.
All marketing is cultural. Cultural marketing is understanding the human connection; it is finding out how the people you want to serve to see their world; it is creating a story that resonates, fits into it, and helps them move forward.