Brands often talk about ‘using culture’ in branding. But the question is: do they understand it, or are they just borrowing it? Culture isn’t a visual shortcut that you can use without context. Symbols, rituals, and references carry history, social weight, and lived meaning, and strong cultural branding can only succeed by listening and creating space for collaboration, consent, and shared authorship.

This is where the line is drawn—appropriation strips meaning and context while inspiration is rooted in respect. And that’s why cultural work can’t rely on instinct alone. It demands research, local knowledge, and the humility to work alongside practitioners, historians, and communities who carry that culture forward. The most credible brands don’t beg, borrow, or steal, they build relationships.

And that’s where real meaning is found and long-term trust earned.