In this episode, we explore Kai D. Wright's "culture-ethics pressure test" for communications, campaigns, and content. The three-part framework helps brands connect with communities authentically and ethically. This powerful approach gives marketers a way to check if their community engagement efforts are genuine, impactful, and culturally resonant.
Take some time today and think about how these principles apply to what you're doing right now. What's one small step you can take to be more earnest, more empowering, and more empathetic?
Whether you’re building a startup or refreshing your brand, this is your blueprint for turning an audience into a tribe.
Subscribe to the weekly Brand Builder Lab newsletter.
Produced by Kai D. Wright. Follow Kai on LinkedIn.
Buy the companion book, "Follow the Feeling: Brand Building in a Noisy World" on Amazon.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hey everyone, welcome back to Brand Builder Lab.
We've got a really coolframework for you all today.
It's all about making sure yourbrand is connecting with
communities in a real andethical way you know, yeah, it's
like a checkup for your brand'srelationships to help them.
Speaker 2 (00:16):
you know, really last .
Speaker 1 (00:17):
Exactly we're diving into this culture ethics
pressure test.
It comes from Kai D Wright, theauthor of Follow the Feeling
Brand Building in a Noisy World.
Speaker 2 (00:28):
He's also the producer of, you know, this very
show, Brand Builder Lab.
Speaker 1 (00:31):
That's right, and he talks about these three key
areas you really need toconsider as you're building your
brand and trying to connectwith different communities.
Speaker 2 (00:40):
Especially these days , you know.
Speaker 1 (00:41):
Yeah, no kidding, it feels like every time you turn
on the news there's anotherbrand trying to figure out this
whole cultural landscape thing.
Speaker 2 (00:47):
Right and all the questions about authenticity and
the impact brands are having onthe world.
Speaker 1 (00:52):
It really highlighted how crucial it is to get this
right.
Speaker 2 (00:56):
And Wright's framework gives you a way to
approach this in a tangible way.
Speaker 1 (01:01):
Absolutely so.
The first thing he talks aboutis earnestness.
Speaker 2 (01:03):
Okay so earnestness.
Tangible way, Absolutely so thefirst thing he talks about is
earnestness.
Okay so earnestness.
What we're really talking about?
Here is showing a genuinecommitment to a community.
Okay, a real commitment and notjust like a one-time thing.
It has to be ongoing.
Speaker 1 (01:15):
Gotcha.
So how do brands actually dothat?
Speaker 2 (01:18):
Well Wright wants you to ask yourself you know, if
you're building a brand, how areyou showing that you're in it
for the long haul with thecommunities you're trying to
reach?
Speaker 1 (01:26):
It's about showing up consistently.
Speaker 2 (01:28):
Exactly, and what does that consistent effort
actually look like to them?
What signals sincerity?
Speaker 1 (01:34):
It's so much more than just doing a quick campaign
and then disappearing.
Speaker 2 (01:37):
Yeah, for sure.
And you know what's reallyinteresting?
Wright actually pushes you tolook at your creative work.
Speaker 1 (01:43):
Oh, okay, like what.
Speaker 2 (01:44):
Like your campaigns, yeah, your ads, your core
messages even.
I see, and he wants you to askdoes this actually align with
how the community understandssincerity?
And, even more importantly, heasks how can we make this
resonate even more?
Speaker 1 (02:01):
Because people can totally tell when something
feels fake.
Speaker 2 (02:04):
Right, oh yeah, Consumers these days they're so
attuned to that Building trustreally starts with that
consistent, genuine effort,absolutely.
Speaker 1 (02:12):
That leads us to the second part of Wright's test,
empowerment, and it sounds likethis goes beyond just having
good intentions right, right.
Speaker 2 (02:20):
It's about going further, actually creating
positive change within acommunity.
Speaker 1 (02:26):
Yeah.
Speaker 2 (02:26):
Not just talking about it.
Speaker 1 (02:27):
So what kind of questions should brands be
asking themselves when they'rethinking about empowerment?
Speaker 2 (02:32):
Right Talks about getting down to like the ground
level.
Speaker 1 (02:35):
OK.
Speaker 2 (02:36):
Really understanding the day to day challenges a
community is facing.
What does the good life evenlook like to them?
And then how can your brandhelp make that more attainable?
Speaker 1 (02:47):
You know, practically speaking, Right, make a real
difference.
Speaker 2 (02:49):
Exactly, and there's this really great point he makes
about where brands can findthese insights.
Speaker 1 (02:54):
And listening.
Speaker 2 (02:55):
Internal employee resource groups.
Speaker 1 (02:56):
Sure.
Speaker 2 (02:57):
He argues.
They're often like this,untapped goldmine of perspective
because they represent thecommunities they're a part of.
Speaker 1 (03:05):
That makes sense.
Speaker 2 (03:06):
Yeah, and he also talks about involving community
leaders in the creative processlike early on, interesting Not
just as a like a rubber stamp atthe end, but as actual
collaborators.
Speaker 1 (03:17):
Yeah.
Speaker 2 (03:17):
You know, when the ideas are still forming.
Speaker 1 (03:19):
I see so like if a brand is developing a campaign
for a particular cultural group,bringing in leaders from that
community right from the start.
Speaker 2 (03:27):
Exactly that way you can ensure the message not only
lands well, but is actuallyempowering.
Speaker 1 (03:32):
Yeah, that feels like a huge shift.
It's not about just trying toreach an audience, it's about
working with them to createsomething that actually benefits
them.
Speaker 2 (03:40):
Definitely, it's about creating value and impact
that lasts, and that's somethingwe see consumers looking for
more and more.
Speaker 1 (03:47):
Yeah, people want to support brands that are doing
good in the world.
Speaker 2 (03:50):
For sure.
Okay, so we've talked aboutearnestness, we've talked about
empowerment, and now we get tothe third part of Wright's
culture ethics test Empathy.
Speaker 1 (03:59):
This one feels really important.
Speaker 2 (04:01):
Oh, it's crucial.
Empathy is about going beyond,just like a surface level
understanding.
You need to really grasp how acommunity sees the world and
then tailor your approachaccordingly.
Speaker 1 (04:14):
It's a word you hear a lot these days, but how does
Wright suggest brands actuallyput empathy into action?
Speaker 2 (04:21):
He asked some really thought-provoking questions,
Like how does this communityperceive the world around them?
Who are the voices they trust?
Where do they go to getinformation?
Speaker 1 (04:31):
Those are good questions.
Speaker 2 (04:32):
Right, and the big thing he emphasizes is immersing
yourself in the culture of yourconsumer.
Speaker 1 (04:37):
What does that mean?
Exactly?
Speaker 2 (04:39):
Understanding their food, their music, their art,
their fashion, all thosecultural touchstones that shape
how they see the world.
Speaker 1 (04:46):
So it's more than just like looking at data.
Speaker 2 (04:48):
Way more.
He argues that this genuineimmersion is far more valuable
than, say, just doing focusgroups.
Speaker 1 (04:54):
So like if you're a global food brand and you're
trying to introduce a newproduct to a new region.
Speaker 2 (05:00):
Yeah, instead of just doing surveys, you actually
spend time in local markets.
You understand their culinarytraditions, you talk to home
cooks.
Makes sense, that kind of thinggives you much richer insights,
and then you can create aproduct and a campaign that's
culturally resonant.
Speaker 1 (05:15):
It's like the difference between looking at a
map and actually walking thestreets.
Speaker 2 (05:19):
Exactly, it's about seeing things from someone
else's perspective, reallytrying to understand their
experience.
Speaker 1 (05:25):
And when you understand a community's
worldview that deeply, then yourmarketing is going to be more
effective and more ethical too.
Speaker 2 (05:32):
Absolutely.
You're much less likely to makemistakes or create messaging
that misses the mark.
Speaker 1 (05:39):
Yeah.
Speaker 2 (05:40):
Because you understand what really matters
to them.
Speaker 1 (05:42):
It's like you said you're creating genuine
connections.
Speaker 2 (05:44):
And when you have that level of understanding, you
naturally start aligning withbigger ethical considerations.
Speaker 1 (05:49):
How so.
Speaker 2 (05:50):
Well, you're more likely to be truthful in your
messaging, authentic in youractions, respectful in your
approach, equitable in yourofferings.
Speaker 1 (05:58):
You're becoming a more socially responsible brand
overall.
Speaker 2 (06:02):
Right.
So as you're building yourbrand today, I really encourage
you to take a moment and thinkabout Kai Wright's culture
ethics test.
Speaker 1 (06:10):
So we're asking ourselves are we being earnest,
are we empowering thecommunities we want to connect
with, and are we showing trueempathy by really understanding
their world?
Speaker 2 (06:20):
Using those three lenses to look at your efforts,
it can really change things.
You can build a brand that notonly stands out but stands for
something meaningful.
Speaker 1 (06:29):
It's about making that shift from selling to
connecting.
Speaker 2 (06:33):
Exactly.
Speaker 1 (06:34):
We'd love for you to take some time today and think
about how these principles applyto what you're doing right now.
Speaker 2 (06:39):
What's one small step you can take today to be more
earnest, more empowering, moreempathetic?
Speaker 1 (06:45):
Those small changes can make a big difference.
A real impact.
Thanks for being with us onBrand Builder Lab today.
Hey everyone, welcome back to Brand Builder Lab.
We've got a really coolframework for you all today.
It's all about making sure yourbrand is connecting with
communities in a real andethical way you know, yeah, it's
like a checkup for your brand'srelationships to help them.
Speaker 2 (00:16):
you know, really last .
Speaker 1 (00:17):
Exactly we're diving into this culture ethics
pressure test.
It comes from Kai D Wright, theauthor of Follow the Feeling
Brand Building in a Noisy World.
Speaker 2 (00:28):
He's also the producer of, you know, this very
show, Brand Builder Lab.
Speaker 1 (00:31):
That's right, and he talks about these three key
areas you really need toconsider as you're building your
brand and trying to connectwith different communities.
Speaker 2 (00:40):
Especially these days , you know.
Speaker 1 (00:41):
Yeah, no kidding, it feels like every time you turn
on the news there's anotherbrand trying to figure out this
whole cultural landscape thing.
Speaker 2 (00:47):
Right and all the questions about authenticity and
the impact brands are having onthe world.
Speaker 1 (00:52):
It really highlighted how crucial it is to get this
right.
Speaker 2 (00:56):
And Wright's framework gives you a way to
approach this in a tangible way.
Speaker 1 (01:01):
Absolutely so.
The first thing he talks aboutis earnestness.
Speaker 2 (01:03):
Okay so earnestness.
Tangible way, Absolutely so thefirst thing he talks about is
earnestness.
Okay so earnestness.
What we're really talking about?
Here is showing a genuinecommitment to a community.
Okay, a real commitment and notjust like a one-time thing.
It has to be ongoing.
Speaker 1 (01:15):
Gotcha.
So how do brands actually dothat?
Speaker 2 (01:18):
Well Wright wants you to ask yourself you know, if
you're building a brand, how areyou showing that you're in it
for the long haul with thecommunities you're trying to
reach?
Speaker 1 (01:26):
It's about showing up consistently.
Speaker 2 (01:28):
Exactly, and what does that consistent effort
actually look like to them?
What signals sincerity?
Speaker 1 (01:34):
It's so much more than just doing a quick campaign
and then disappearing.
Speaker 2 (01:37):
Yeah, for sure.
And you know what's reallyinteresting?
Wright actually pushes you tolook at your creative work.
Speaker 1 (01:43):
Oh, okay, like what.
Speaker 2 (01:44):
Like your campaigns, yeah, your ads, your core
messages even.
I see, and he wants you to askdoes this actually align with
how the community understandssincerity?
And, even more importantly, heasks how can we make this
resonate even more?
Speaker 1 (02:01):
Because people can totally tell when something
feels fake.
Speaker 2 (02:04):
Right, oh yeah, Consumers these days they're so
attuned to that Building trustreally starts with that
consistent, genuine effort,absolutely.
Speaker 1 (02:12):
That leads us to the second part of Wright's test,
empowerment, and it sounds likethis goes beyond just having
good intentions right, right.
Speaker 2 (02:20):
It's about going further, actually creating
positive change within acommunity.
Speaker 1 (02:26):
Yeah.
Speaker 2 (02:26):
Not just talking about it.
Speaker 1 (02:27):
So what kind of questions should brands be
asking themselves when they'rethinking about empowerment?
Speaker 2 (02:32):
Right Talks about getting down to like the ground
level.
Speaker 1 (02:35):
OK.
Speaker 2 (02:36):
Really understanding the day to day challenges a
community is facing.
What does the good life evenlook like to them?
And then how can your brandhelp make that more attainable?
Speaker 1 (02:47):
You know, practically speaking, Right, make a real
difference.
Speaker 2 (02:49):
Exactly, and there's this really great point he makes
about where brands can findthese insights.
Speaker 1 (02:54):
And listening.
Speaker 2 (02:55):
Internal employee resource groups.
Speaker 1 (02:56):
Sure.
Speaker 2 (02:57):
He argues.
They're often like this,untapped goldmine of perspective
because they represent thecommunities they're a part of.
Speaker 1 (03:05):
That makes sense.
Speaker 2 (03:06):
Yeah, and he also talks about involving community
leaders in the creative processlike early on, interesting Not
just as a like a rubber stamp atthe end, but as actual
collaborators.
Speaker 1 (03:17):
Yeah.
Speaker 2 (03:17):
You know, when the ideas are still forming.
Speaker 1 (03:19):
I see so like if a brand is developing a campaign
for a particular cultural group,bringing in leaders from that
community right from the start.
Speaker 2 (03:27):
Exactly that way you can ensure the message not only
lands well, but is actuallyempowering.
Speaker 1 (03:32):
Yeah, that feels like a huge shift.
It's not about just trying toreach an audience, it's about
working with them to createsomething that actually benefits
them.
Speaker 2 (03:40):
Definitely, it's about creating value and impact
that lasts, and that's somethingwe see consumers looking for
more and more.
Speaker 1 (03:47):
Yeah, people want to support brands that are doing
good in the world.
Speaker 2 (03:50):
For sure.
Okay, so we've talked aboutearnestness, we've talked about
empowerment, and now we get tothe third part of Wright's
culture ethics test Empathy.
Speaker 1 (03:59):
This one feels really important.
Speaker 2 (04:01):
Oh, it's crucial.
Empathy is about going beyond,just like a surface level
understanding.
You need to really grasp how acommunity sees the world and
then tailor your approachaccordingly.
Speaker 1 (04:14):
It's a word you hear a lot these days, but how does
Wright suggest brands actuallyput empathy into action?
Speaker 2 (04:21):
He asked some really thought-provoking questions,
Like how does this communityperceive the world around them?
Who are the voices they trust?
Where do they go to getinformation?
Speaker 1 (04:31):
Those are good questions.
Speaker 2 (04:32):
Right, and the big thing he emphasizes is immersing
yourself in the culture of yourconsumer.
Speaker 1 (04:37):
What does that mean?
Exactly?
Speaker 2 (04:39):
Understanding their food, their music, their art,
their fashion, all thosecultural touchstones that shape
how they see the world.
Speaker 1 (04:46):
So it's more than just like looking at data.
Speaker 2 (04:48):
Way more.
He argues that this genuineimmersion is far more valuable
than, say, just doing focusgroups.
Speaker 1 (04:54):
So like if you're a global food brand and you're
trying to introduce a newproduct to a new region.
Speaker 2 (05:00):
Yeah, instead of just doing surveys, you actually
spend time in local markets.
You understand their culinarytraditions, you talk to home
cooks.
Makes sense, that kind of thinggives you much richer insights,
and then you can create aproduct and a campaign that's
culturally resonant.
Speaker 1 (05:15):
It's like the difference between looking at a
map and actually walking thestreets.
Speaker 2 (05:19):
Exactly, it's about seeing things from someone
else's perspective, reallytrying to understand their
experience.
Speaker 1 (05:25):
And when you understand a community's
worldview that deeply, then yourmarketing is going to be more
effective and more ethical too.
Speaker 2 (05:32):
Absolutely.
You're much less likely to makemistakes or create messaging
that misses the mark.
Speaker 1 (05:39):
Yeah.
Speaker 2 (05:40):
Because you understand what really matters
to them.
Speaker 1 (05:42):
It's like you said you're creating genuine
connections.
Speaker 2 (05:44):
And when you have that level of understanding, you
naturally start aligning withbigger ethical considerations.
Speaker 1 (05:49):
How so.
Speaker 2 (05:50):
Well, you're more likely to be truthful in your
messaging, authentic in youractions, respectful in your
approach, equitable in yourofferings.
Speaker 1 (05:58):
You're becoming a more socially responsible brand
overall.
Speaker 2 (06:02):
Right.
So as you're building yourbrand today, I really encourage
you to take a moment and thinkabout Kai Wright's culture
ethics test.
Speaker 1 (06:10):
So we're asking ourselves are we being earnest,
are we empowering thecommunities we want to connect
with, and are we showing trueempathy by really understanding
their world?
Speaker 2 (06:20):
Using those three lenses to look at your efforts,
it can really change things.
You can build a brand that notonly stands out but stands for
something meaningful.
Speaker 1 (06:29):
It's about making that shift from selling to
connecting.
Speaker 2 (06:33):
Exactly.
Speaker 1 (06:34):
We'd love for you to take some time today and think
about how these principles applyto what you're doing right now.
Speaker 2 (06:39):
What's one small step you can take today to be more
earnest, more empowering, moreempathetic?
Speaker 1 (06:45):
Those small changes can make a big difference.
A real impact.
Thanks for being with us onBrand Builder Lab today.
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