Your brand, pop culture, and picking your moment

Taylor Swift launches her Eras tour. A quarterback takes a knee. The world collectively says, “Hi, Barbie!” Sometimes, an event takes on a life of its own, sweeping us all up in the inspiration, the discussion, and the excitement. We become part of something bigger. We become part of a moment.

And sometimes, your brand finds a way into that moment. Get it right, and it’s like capturing lightning in a bottle, rocketing your brand into the hearts and minds of the exact audience you’re hoping to win over.

It’s not a straightforward path, though. Get it wrong, and you risk muddying your brand and even alienating customers.

So, what’s the secret to success?

Know your brand and your audience

Big moments mean something. So, make sure the meaning lines up with your brand image and your customers.

For instance, trendy shoe company Aldo took advantage of the Barbie movie craze to launch a Barbie-themed line of shoes, bags, and accessories. Fans loved the idea of owning real-life Barbie shoes, making this moment a perfect match; the line sold out several times, generating big headlines for Aldo.

Skipping this step can backfire, though. Take Pepsi in 2017. Their ad featured Kendall Jenner leaving a photo shoot to join a protest, seemingly in homage to the Black Lives Matter movement. However, critics accused Pepsi of trivializing the cause and co-opting social justice values to make a profit. A values-based alignment is a delicate tightrope to walk, especially when more than 75% of consumers say they would switch to brands that share their values—but an almost equal percentage say brands should stay away from social issues.

Internal understanding is key when considering what will resonate and how far to go. Some companies plant a strong flag in the ground, even on hot-button issues, and their customers love it. For other companies, lighter moments that don’t require as much soul-searching—like a popular movie—can be a better option.

Avoid the bandwagon and just be real

We’ve all seen companies jump on a big moment to grab attention. But if your business chases popularity by latching onto wildly different moments without any real connection to any of them, it confuses customers and can come across as insincere, ultimately damaging their trust in you.

The antidote? Authenticity.

Stay true to your brand and keep it real. And when you do choose a moment to seize, be thoughtful, genuine, transparent, and above all, consistent. You can still seek out fun, out-of-the-box opportunities, but the moments you show up for shouldn’t contradict who you are.

Have a flexible and adaptable team

Some big moments really are like lightning in a bottle. They arrive unexpectedly, move quickly, and if you don’t get on board, you’ll be left behind picking over the crumbs.

That’s why having a flexible and adaptable team is so crucial: They can watch for trends, see what’s working for other brands, and plan out potential strategies. Then, when a moment arises—like a viral video or a big news item—your team can quickly assess whether it’s a good fit (because you already did that homework) and can swing into action.

Foster this flexibility by empowering teams with the budget and authority to be nimble, so they can capture and grow those perfect moments before they’re gone.

To master the moment, make space for it

Smart marketers know: Prepare for what you can, so you can handle the unexpected.

And many cultural moments are unexpected.

Set the foundation now for the best head start: Know your brand and audience intimately, establish your authentic voice and values, and empower your team to act quickly when the right moment strikes.

Do that, and you’ll be ready to capture that lightning—and rise to the top.