To be a magnetic brand that authentically attracts people in droves, you have to observe culture, react to culture, and at times -- create culture. But, given how quickly culture moves, and how many various subcultures, fandoms, and trends exist throughout the world -- how can marketers authentically harness their audiences' passions and earn their trust? Bozoma Saint John and Anjali Sud discuss Bozoma’s experience leading the biggest brands in entertainment, where she believes brands can better differentiate in the battle for attention, and how the lessons she’s learned in building her personal brand can translate to building culturally-relevant businesses.