In a world the place consideration is fleeting and tradition strikes at hyperspeed, manufacturers should do greater than promote—they have to emotionally resonate. As expertise adjustments how we join, the artwork of storytelling stays timeless.
On this episode of The Pace of Tradition, Matt Britton speaks with Arturo Nuñez, founder and CEO of AIE Inventive, a model consultancy serving to firms craft emotionally resonant, culturally genuine experiences.
Arturo shares how he builds model love by main with cultural authenticity. From Nike to Apple to entrepreneurship, he gives insights into methods to gasoline iconic model moments.
Beforehand, Arturo held senior advertising roles at Apple, Nike, the NBA, and NuBank. From world growth to model storytelling, Arturo’s work has remodeled how manufacturers join with numerous audiences throughout generations and geographies.
Key takeaways:
[03:57] Curiosity Is the Marketer’s Superpower — Arturo emphasizes that staying related in a fast-moving trade requires relentless curiosity. Whether or not adapting to AI, social media, or cell traits, entrepreneurs should be lifelong learners. At Nike, this mindset translated into initiatives like Eakins, the place insights from youth on the road formed model selections. Manufacturers that keep curious, pay attention carefully, and adapt quickly win.
[05:44] Tradition Is Constructed on the Sidewalk, Not within the Boardroom — Youth now not eat tradition—they create it. Arturo displays on how the rise of social platforms flipped the normal energy construction. Manufacturers should now hearken to and take part in conversations led by shoppers, not management them. His work on the NBA confirmed how following gamers—relatively than simply groups—grew to become the brand new path to fan engagement.
[15:07] Emotional Connection Is the Actual Model Foreign money — Arturo recounts how manufacturers like Nike and Apple achieved irrational ranges of loyalty—individuals tattoo Nike’s brand on their our bodies or place Apple stickers on luxurious vehicles—not due to options, however due to what these manufacturers signify. At NuBank, he constructed Brazil’s most liked model by crafting emotionally resonant tales that gave shoppers hope and dignity. His message to entrepreneurs: product specs don’t construct tribes—identification does.
[20:18] Authenticity Over Optimization: Ardour Manufacturers Win on Reality — Dante’s HiFi, Arturo’s vinyl-only bar in Miami, was created with no business intent, only a love for music. But it grew to become a cultural vacation spot. He explains that constructing one thing you personally imagine in will at all times appeal to others who share that zeal. In the present day’s shoppers see via manufacturers chasing traits for clout. Manufacturers that construct communities, not simply campaigns, succeed by exhibiting what they love, not simply what they promote. Authenticity is your loudest differentiator in a market filled with algorithms.
[33:33] Obsession, Not Perfection, Is the Path to Influence — In a strong second, Arturo shares a lesson from the late Kobe Bryant: greatness doesn’t come from pure expertise—it comes from self-discipline, failure, and relentless enchancment. Whether or not pitching a product, working a enterprise, or chasing a dream, what issues most is obsession together with your craft. Arturo warns aspiring creatives and entrepreneurs to not await excellent situations—they’ll by no means arrive. The manufacturers and individuals who win are those that leap, construct the airplane on the way in which down, and maintain going irrespective of how typically they’re instructed “no.”
