[quote style=”boxed”]Cultural Capital. I’ve been working to develop a creative strategy approach and form of measurement which places the focus of success for a brand, not on it’s isolated equity, but it’s relevance in culture. The more and more choices that are available to consumers and the more fragmented the sources of media and entertainment, then the more important a brand’s role should be measured against the cultural equities which give it value.[/quote]
Clyde McKendrick is the Executive Strategy Director at WDCW.
A British Strategy/ Agency Director with 15 years strategy and integrated agency experience.
He specializes in progressive consumer culture with an expert level of knowledge in digital and integrated communications planning for youth, young adult and lifestyle brands.
In his career he has held a number of strategy leadership roles for brands including Pepsi (with TBWAChiatDay). He also founded London-based The Open Consultancy a lifestyle brands agency and is also creator and editor of “cultural insight” firm MILK.
A true lover of culture. A writer, photographer and snowboarder.
What are you working on right now?
I’m bringing together a paper on the new Cultural Age and how to increase a brand’s Cultural Capital to generate long-term success in a communications strategy.
3 trends that excite you?
Culturally, I think there are 3 things which converge on one big shift which is most exciting. The global context driven by digital connectivity, self-directed values growth which is fuelling creativity and new consumerism attitudes and behaviors. I think collectively this all helps to demonstrate the Cultural Age we are in now.
How do you bring ideas to life?
I don’t think the is a better substitute than simply sharing your creative passions and collaborating with likeminded people. If you simply put great creative ideas into the world, people will naturally connect and share them to help to bring them to life.
What inspires you?
Music. Probably new music and music videos have been the biggest influence in the way I think and what influences me.
What is one mistake you’ve made, and what did you learn from it?
I think a mistake I’ve made a couple of times in my career, was choosing to follow something which looked right, but wasn’t true to who I am. It’s important to know what will make you happy and keep it in focus.
What is one business idea that you’re willing to give away to our readers?
Cultural Capital. I’ve been working to develop a creative strategy approach and form of measurement which places the focus of success for a brand, not on it’s isolated equity, but it’s relevance in culture. The more and more choices that are available to consumers and the more fragmented the sources of media and entertainment, then the more important a brand’s role should be measured against the cultural equities which give it value.
What do you read every day, and why?
I don’t. I dabble really, bit of this, bit of that, music sources, fashion, culture, entertainment… whatever is interesting me at the that moment.
What is the one book that you recommend our community should read, and why?
Can I suggest an old BBC documentary instead? Check out: ‘Century of the Self’ on youtube. Four, hour long episodes which chart the history of social psychology to mass consumerism, (from Freud’s theories to Bernays’ practices).
What is your favorite gadget, app or piece of software that helps you every day?
Still going to be my iPhone. Between Nike+, Shazam, Lastfm and instagram it’s got my life covered.
Who would you love to see interviewed on IdeaMensch?
My mentor in the UK and head of consulting firm Cultural Dynamics, Pat Dade. He’s a big old hippy from Oregon who has spent the last 20+ years studying socio-cultural change using values theory. He’s hands down the smartest guy I know.
What are you working for?
To find answers and make brands more culturally effective.
What’s on your music playlist right now?
Lykke Li, Local Natives, Foster the People, Metronomy, Beat Connection, Ra Ra Riot, Harlem Shakes… summer music.
Clyde McKendrick on Twitter – @clydemckendrick