In a world drowning in impressions, likes, and views, it’s easy to lose sight of what really matters in marketing. But at KULT, we believe that every brand decision boils down to a single strategic choice: do you build your own movement, or plug into one that already exists?
This is the heart of our philosophy, and we call it the Build or Plug decision.
Why This Choice Matters More Than Vanity Metrics
Clicks, impressions, reach, and views have long been the gold standard of digital marketing KPIs. But in truth, these are proxy metrics. What brands really want is influence, affinity, trust and ultimately, action. The only way to drive this kind of deep audience resonance is to either:
- Build a culture around your brand where people follow, share, and believe in what you represent, or
- Plug into an existing cultural momentum that aligns with your values and market position.
Every other tactical or media decision stems from this strategic fork.
What Does “BUILD” Mean in Today’s Market?
To build is to create a unique narrative, audience identity, and community around your brand. Think Red Bull, Apple, or Tesla that didn’t just market products; they built belief systems.
With KULT:BUILD, we help you:
- Define the cultural whitespace your brand can own
- Mobilise creators and influencers to tell your story
- Use Astro’s deep audience segments and data to grow engagement
- Craft a full-funnel creative and media ecosystem
What Does “PLUG” Mean?
To plug is to align your brand with an existing movement, creator community, or content platform that’s already capturing the attention of your target audience. Think of a detergent brand tapping into home-cleaning influencers or a snack brand joining gaming culture.
With KULT:PLUG, you gain:
- Instant relevance through creator partnerships
- Media access across TikTok, YouTube, Meta, and Astro
- Faster speed-to-market with pre-built audiences
- Leverage of existing IP and audiences already defining the culture you seek to align with.
- Measurable results through performance marketing
Build or Plug? You Don’t Have to Choose Forever
Many of our clients start by plugging in, then evolve into builders. Others begin with a bold build strategy and later layer plug tactics to boost reach. The key is to make a conscious, culturally driven choice.
We invite every brand to start their KULT journey by answering one simple question:
Do you want to spark a movement, or join one?
Take our diagnostic test here.
