From the course: Marketing to Diverse Audiences

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Don't just watch marketing trends, engage with them

Don't just watch marketing trends, engage with them

From the course: Marketing to Diverse Audiences

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Don't just watch marketing trends, engage with them

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(upbeat music) - So we're about to sit down with Kai Wright, he's a lecturer at Columbia University and a brand strategist and he's going to sit down with me and talk about his expertise around setting trends and understanding how brands can work with them. And then I'm going to take all his money when we play pool. (cash register dings) When you're entering a new space, and you're like, you know what? This is super exciting, it's totally on brand for us. What should come next before? - Well, there is a pressure test that I like to speak with individuals about, and it's really built on working in culture for the past decade. - Yeah. - And it is to think about a triangle, and in that triangle, there are three important Es that they have to remember. The first is empathy, earnestness, and empowerment. With empathy, brands really need to ask themselves, how am I engaging this audience directly to make sure that I'm showing them enough respect? In terms of earnestness, brands have to ask…

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