Culture Builds Brands: From Fandom to Freakdom

As culture becomes more fragmented—and more influential—this episode explores how brands can grow by tapping into what people already care about. It looks at how understanding fan behavior, interests, and communities can turn passive audiences into active participants, building deeper engagement and lasting loyalty.

From niche internet figures to emerging subcultures, it also examines how the margins are becoming the mainstream—and what that means for making work that resonates. By focusing on ideas that invite people in rather than demand attention, it offers a perspective on how to create work that connects more naturally, earns its place in culture, and stands out in a landscape where anyone can shape what’s next.

Member Features

Mike Cuthell | Group Creative Director, Dentsu | LinkedIn

Jeremy Jackson | Group Director, Integrated Strategy, Dentsu | LinkedIn

Emory Smith | Senior Strategist, 160over90 | LinkedIn

Jonathan Jayasinghe | Senior Strategist, 160over90 | LinkedIn

Sollin Sæle | Senior Art Director, Mother | LinkedIn