Your marketing agency is good at their job. But that's not what you need. I seeYour marketing agency is good at their job. But that's not what you need. I see
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Carolina Loya
• Jun 8
Your marketing agency is good at their job. But that's not what you need.
I see restaurants, hotels and bars with 50k followers and empty Tuesdays. The numbers are good and they don't lie they help you build trust through a digital identity. But why do we keep seeing inconsistent reservations even when the ads never stop?
Agencies optimize what they can report: reach, impressions, followers. These are tangible metrics that are easy to understand and approve without hesitation. Cultural relevance doesn't fit in an Excel cell, so nobody sells it and nobody consciously buys it.
So how do you work on relevance? The difference starts here: you stop focusing on bringing in a specific customer and start thinking about an entire community, the friend group.
Understanding their codes, how they communicate, what brings them together. In community, we seek belonging. Creating the context where a community adopts your brand turns you into the place of gathering, not just the destination a space where people settle in because they feel they belong there.
But even today, the sheer volume of stimuli keeps us exploring. How do you make them come back? Tracking these communities lets you spot trends and opportunities as they emerge. With the right communication and timing, you become the space they already needed. It also lets you identify brands and people becoming relevant within those same communities and what better move than being the place someone they already trust chose to go?
Your brand starts showing up at the right tables, with the right people, who spread word of mouth about the space you built from a deep understanding of their community. This vision also builds a mention ecosystem that positions you in the new search engines AI. That same cultural relevance is what makes you a reference within a generative model, within a community, and within the cultural moment we're living as a society.
It's not about being beautiful and big. It's about being part of them and creating the context they need to become the solution they share.
Is your brand building that context or just building followers?
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