

The future belongs to brands that move at the speed of culture, not corporate timelines
Jul 8, 2025
Paramark News Desk

Credit: Outlever
Key Points
Patrick Connors, CEO of CONNORS + Company, highlights the challenge brands face in keeping pace with rapidly changing culture.
Connors cites Glamour magazine's downfall as a cautionary tale for brands ignoring digital transformation.
Authentic cultural integration, rather than mere logo placement, is key to brand success in today's market.
The industry is increasingly viewing AI as a tool for innovation and job creation, according to Connors.
A lot of companies—even those led by brilliant marketers—can’t pivot fast enough for the future. By the time they review their pipeline, they’re already thinking about 2027. But culture is going to change much faster than that.

Patrick Connors
Founder and CEO
,
CONNORS + Company
Culture moves in flash cycles while corporate roadmaps crawl. It’s not the next big technology that kills a brand; it’s the next quarterly planning meeting, and even the best marketers get stuck inside companies too slow to keep up.
Patrick Connors is the Founder and CEO of brand consultancy CONNORS + Company, CAA Advisor, and an experienced leader with tenure at culture-driving giants like Endeavor and Condé Nast. He knows exactly how slow-moving structures hold brands back from keeping pace with culture.
Gone in a flash: "A lot of companies, even those led by brilliant marketers, can’t pivot fast enough for the future," Connors says. "By the time they review their pipeline, they’re already thinking about 2027. But culture is going to change much faster than that." Today, he adds, cultural moments are fleeting. "Culture is a heartbeat away from something catching on, and just as quickly, it’s gone. You have to be able to adapt faster to be part of it."
Famous last words: Connors has seen this movie before, and it doesn't end well for those who ignore the signs. "When I started in magazine publishing, I was told, 'Don’t worry about that Internet stuff, just focus on print,'" he recalls. That advice proved fatal for many. "Look what happened. Glamour magazine was the number one revenue generator at Condé Nast, and today, it doesn't even exist."
When I started in magazine publishing, I was told, 'Don’t worry about that Internet stuff—just focus on print.' Look what happened. Glamour magazine was the number one revenue generator at Condé Nast, and today, it doesn't even exist.

Patrick Connors
Founder and CEO
,
CONNORS + Company
Par for the course: In this new era, a great product is just the price of entry. The real differentiator is a brand’s ability to authentically weave itself into the cultural fabric. "Every beauty company has a mascara, but the brand that succeeds is the one that knows how to connect in culture through entertainment, content, and experiential opportunities," he explains. "Slapping a logo on something is no longer enough. Logo integration is now at the bottom of the list; it's assumed."
Cannes do attitude: That history lesson informs his perspective on today’s big disruption: AI. After attending Cannes, he was pleased to find the industry’s conversation had matured beyond fear. "It was more about how AI can be used as a tool to help further our industry," he notes. "Instead of thinking of it as something that hinders, the focus is on using it to create jobs and opportunities."
Change not optional: Connors has a front-row seat to where things are headed and who’s falling behind. "Those brands and marketers that are constantly thinking of change and embracing the change will be the ones we see succeed," he says. "The top of the pyramid will become smaller and smaller." In his view, agility is the new moat. "It’s going to be those companies that are able to pivot that we will see continue to succeed and rise to the top."
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© 2025 Paramark, Inc.

The future belongs to brands that move at the speed of culture, not corporate timelines
Jul 8, 2025
Paramark News Desk

Credit: Outlever
Key Points
Patrick Connors, CEO of CONNORS + Company, highlights the challenge brands face in keeping pace with rapidly changing culture.
Connors cites Glamour magazine's downfall as a cautionary tale for brands ignoring digital transformation.
Authentic cultural integration, rather than mere logo placement, is key to brand success in today's market.
The industry is increasingly viewing AI as a tool for innovation and job creation, according to Connors.
A lot of companies—even those led by brilliant marketers—can’t pivot fast enough for the future. By the time they review their pipeline, they’re already thinking about 2027. But culture is going to change much faster than that.

Patrick Connors
Founder and CEO
,
CONNORS + Company
Culture moves in flash cycles while corporate roadmaps crawl. It’s not the next big technology that kills a brand; it’s the next quarterly planning meeting, and even the best marketers get stuck inside companies too slow to keep up.
Patrick Connors is the Founder and CEO of brand consultancy CONNORS + Company, CAA Advisor, and an experienced leader with tenure at culture-driving giants like Endeavor and Condé Nast. He knows exactly how slow-moving structures hold brands back from keeping pace with culture.
Gone in a flash: "A lot of companies, even those led by brilliant marketers, can’t pivot fast enough for the future," Connors says. "By the time they review their pipeline, they’re already thinking about 2027. But culture is going to change much faster than that." Today, he adds, cultural moments are fleeting. "Culture is a heartbeat away from something catching on, and just as quickly, it’s gone. You have to be able to adapt faster to be part of it."
Famous last words: Connors has seen this movie before, and it doesn't end well for those who ignore the signs. "When I started in magazine publishing, I was told, 'Don’t worry about that Internet stuff, just focus on print,'" he recalls. That advice proved fatal for many. "Look what happened. Glamour magazine was the number one revenue generator at Condé Nast, and today, it doesn't even exist."
When I started in magazine publishing, I was told, 'Don’t worry about that Internet stuff—just focus on print.' Look what happened. Glamour magazine was the number one revenue generator at Condé Nast, and today, it doesn't even exist.

Patrick Connors
Founder and CEO
,
CONNORS + Company
Par for the course: In this new era, a great product is just the price of entry. The real differentiator is a brand’s ability to authentically weave itself into the cultural fabric. "Every beauty company has a mascara, but the brand that succeeds is the one that knows how to connect in culture through entertainment, content, and experiential opportunities," he explains. "Slapping a logo on something is no longer enough. Logo integration is now at the bottom of the list; it's assumed."
Cannes do attitude: That history lesson informs his perspective on today’s big disruption: AI. After attending Cannes, he was pleased to find the industry’s conversation had matured beyond fear. "It was more about how AI can be used as a tool to help further our industry," he notes. "Instead of thinking of it as something that hinders, the focus is on using it to create jobs and opportunities."
Change not optional: Connors has a front-row seat to where things are headed and who’s falling behind. "Those brands and marketers that are constantly thinking of change and embracing the change will be the ones we see succeed," he says. "The top of the pyramid will become smaller and smaller." In his view, agility is the new moat. "It’s going to be those companies that are able to pivot that we will see continue to succeed and rise to the top."
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Brand
You know how many people see you — but do you know what they think?
May 23, 2025
Paramark News Desk

Brand
In the battle for attention, great taste is the key to standing out in a sea of sameness
May 23, 2025
Paramark News Desk

Brand
Building a career—and a brand—on humor, honesty, and tech satire
May 20, 2025
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Wellness retail brands gain luxury status as consumers chase elusive health goals
May 5, 2025
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Solutions