Contrary to popular belief of many a marketing folk, brands that shape culture the most aren’t the ones with the biggest budgets. We have seen, time and again, that in the David vs Goliath game, Davids win as often as Goliaths. That’s because they have a strong gravitational pull on culture. (Most recently, the movie Obsession, made for a 750K, made $230M as of June 16 2026.)
I have written about brand gravity last year, and went in depth about the topic in
Pay to read the best part: the three centers of gravity that all brands have and how to capitalize on them in practice
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