Perhaps the most effective way to describe the approach a brand must take is to think of themselves as social cartographers. By that I mean that brands must simultaneously inspire, engage and maintain a series of conversations taking place within certain cultural landscape specific to their business goal.

Summary

This quote explains that brands should consider themselves as social cartographers, meaning they need to navigate and map out a cultural landscape in order to effectively inspire, engage, and maintain conversations related to their specific business objective. Brands must understand the social context in which they operate and strategically participate in conversations within that particular cultural backdrop to achieve their goals. By doing so, they can effectively connect with their target audience and create meaningful interactions that contribute to their brand's success.

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