Leila Fataar

In this engaging discussion, Leila Fataar, a strategic advisor and founder of Platform 13 with a rich background in culture-driven marketing at Adidas and Diageo, sheds light on what it means for brands to be truly 'in culture.' She introduces her innovative three-layer culture stack and explores how cultural insights can identify latent audiences. Leila emphasizes the importance of engaging with culture early and cautions against over-reliance on generative AI, advocating instead for authentic, social-first experiences that resonate across diverse communities.

Join Brent Nelsen, Chief Innovation and Strategy Officer at Edelman, and Leila Fataar, founder of Platform13 and author of "Culture-Led Brands," as they explore the dynamic relationship between culture and earned media. They discuss how brands can foster trust and loyalty by embracing cultural relevance, shifting away from traditional advertising. With a focus on brand strategy and societal impact, they emphasize the importance of genuine connections and cultural intelligence in resonating with modern audiences.

Leila Fataar, founder of Platform13 and author of Culture-Led Brands, helps brands become culturally relevant by centering real people. She discusses people-centered cultural positioning, why culture matters more than purpose, avoiding appropriation, managing multicultural audiences, and how heritage brands can adapt while building inclusive, long-term cultural strategies.