S06.EP08 - Making Brands Relevant: How to Connect Culture, Creativity & Commerce with Cyril Louis

In this episode of JUST Branding, we sit down with hybrid creative leader Cyril Louis who is Creative Partner at The Royals and the mind behind campaigns for Beats by Dre, EA Games, and Heineken to unpack how brands can become culturally relevant and commercially effective.

We explore:

• What “brands in culture” really means (hint: it’s more than just riding trends)

• The difference between cultural resonance and “culture-washing”

• How to authentically engage with cultural movements without getting burned

• Practical frameworks to align your brand with the right cultural moments

• Why the future of branding depends on understanding global and local nuance

• The role of emerging tech (like AI & Web3) in shaping brand relevance