#REPOST: This Is Not a Campaign—It’s a Cultural Call to Arms

I’d like to Steal your Attention while I Whisper in your ear. Here’s The Big Idea ——>

Every Thursday, THE BOARD BRIEFING brings you curated industry insights directly from our Experts to your inbox.
On the eve of Thankfulness, in this upside-down time of engagement, I have been asked by The BOARD to provide personal perspective, expanding on the quote above which is found in our Special Edition of The BOARD's New Go-To-Market Mandate. Since I penned it, times have certainly changed.
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It doesn’t take a sage to sense the ground is shifting. But it does take daring to turn disruption into destiny. In today’s world of oversaturated brands and sound-bite marketing, the messages that break through are those that carry grit and individuality. Now is a good time to return to the art of passionate defiance, of ethical fury, and honorable ire. Anger, when grounded in purpose, becomes the fuel that ignites real action. It can sharpen the brand’s edge while challenging the half-hearted and hollow. Furious conviction as found in the raw power of punk music, musty mosh pits, and angry poetry— are not just cultural expressions, they can serve as guiding principles. Punk Music symbolizes a rebellion against convention, urging brands to strip away artifice and embrace unfiltered honesty. Mosh Pits inspire brands to jump in and connect with audiences authentically, even in unpredictable environments. Angry Poetry serves as a call for truth and passion in brand communication, pushing beyond pleasantries to meaningful, memorable storytelling.

Through WORKHOUSE, one of the country’s leading public relations and integrated creative agencies, we’ve observed how a brand that’s bold enough to drive fast, break glass and revive the spirit of hunters and gatherers reclaims a primitive, direct way of reaching audiences. In the relentless pursuit of connection, brands that act as gatherers of insights, curators of genuine stories, and catalysts for change create movements rather than mere followings. These brands aren’t simply louder than bombs; they are the voices of a cultural crescendo.
As a member of THE BOARD, a community of C-suite leaders in fashion, beauty, and tech, I’ve seen firsthand how investing in fresh ideas anchors brands to the future. This new red era requires creative provocation, guiding companies to foster innovative and resilient market identities. And with industry challenges mounting, the transformation catalysts brands face demand radical shifts—not a mere update, but a full recalibration. For Public Relations, that recalibration means embracing “creative destruction,” the concept Austrian economist Joseph Schumpeter described as the relentless cycle where emerging forces replace outdated ones. PR’s historic trajectory—from Sumerian farm bulletins to Roosevelt’s “Fireside Chats”—demonstrates that the medium is anything but static. Yet, as we step into an AI-engineered, digitalized, fragmented era, our craft requires nothing short of a riot of innovation. We must reclaim our role as culture-shapers, blending relationship-building with digital sophistication for the brands we champion to become the Best in Show. Public Relations is a practice now hyphenated—a tense alliance of storytelling, strategy, and symbiotic media. This means going beyond mere pitches to the art of creating dynamic content that resonates emotionally and addresses complex issues. And while the PESO model (Paid, Earned, Shared, and Owned Media) is still grossly inhaled, I have forever felt that it is a farcical way forward, shepherded by a lifeless formula, draining creativity through a data-driven, unoriginal approach. From the ancients to the immediate, nothing ever works unless you inject it with intention. But this model is just a flimsy framework: true transformation calls for unapologetic innovation— progressive and disruptive. It ain't minor tweaks made to a boring boilerplate that wins the day but full-throated commitment, radical shapeshifting, furious flag-waving— That’s how PR operates and why we continue to exist.

Through WORKHOUSE, one of the country’s leading public relations and integrated creative agencies, we’ve observed how a brand that’s bold enough to drive fast, break glass and revive the spirit of hunters and gatherers reclaims a primitive, direct way of reaching audiences. In the relentless pursuit of connection, brands that act as gatherers of insights, curators of genuine stories, and catalysts for change create movements rather than mere followings. These brands aren’t simply louder than bombs; they are the voices of a cultural crescendo.
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As a member of THE BOARD, a community of C-suite leaders in fashion, beauty, and tech, I’ve seen firsthand how investing in fresh ideas anchors brands to the future. This new red era requires creative provocation, guiding companies to foster innovative and resilient market identities. And with industry challenges mounting, the transformation catalysts brands face demand radical shifts—not a mere update, but a full recalibration. For Public Relations, that recalibration means embracing “creative destruction,” the concept Austrian economist Joseph Schumpeter described as the relentless cycle where emerging forces replace outdated ones. PR’s historic trajectory—from Sumerian farm bulletins to Roosevelt’s “Fireside Chats”—demonstrates that the medium is anything but static. Yet, as we step into an AI-engineered, digitalized, fragmented era, our craft requires nothing short of a riot of innovation. We must reclaim our role as culture-shapers, blending relationship-building with digital sophistication for the brands we champion to become the Best in Show. Public Relations is a practice now hyphenated—a tense alliance of storytelling, strategy, and symbiotic media. This means going beyond mere pitches to the art of creating dynamic content that resonates emotionally and addresses complex issues. And while the PESO model (Paid, Earned, Shared, and Owned Media) is still grossly inhaled, I have forever felt that it is a farcical way forward, shepherded by a lifeless formula, draining creativity through a data-driven, unoriginal approach. From the ancients to the immediate, nothing ever works unless you inject it with intention. But this model is just a flimsy framework: true transformation calls for unapologetic innovation— progressive and disruptive. It ain't minor tweaks made to a boring boilerplate that wins the day but full-throated commitment, radical shapeshifting, furious flag-waving— That’s how PR operates and why we continue to exist.

Finally, for those fearing the shadow has deepened and the pendulum swung far back, cut through the darkness with a defiant glow. Take heart, and a cue from Morrissey, who, in times of turmoil, sang, “There is a light and it never goes out.” If Mr. Miserable can find hope, surely we can, too.
This year, W O R K H O U S E celebrates 25 years of award-winning creative innovation, pioneering public relations, and dynamic brand building across a broad spectrum of entertainment, culture, fashion and lifestyle spheres. Suffering a business challenge? Need a creative shoulder of support? Book real time from someone who’s been there. To arrange personal advisement with Founder & CEO, Adam Nelson visit The Board’s Office Hours here
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