From Britpop to Squarespace: Making Culturally Fluent Brands | Brandmakers ft. Nate Skinner

In the 90s, Nate Skinner devoured Q, Melody Maker and the cult design publication Ray Gun. He'd buy CDs not just to listen to them. It is this education that taught him how ideas spread between people, scenes and communities and where brands fit within that. As senior director of global brand at Squarespace, Nate believes hiring culturally attuned creatives has a bigger impact on the tech company’s output than anything else. The episode also explores the industry’s move away from campaign cycles to an always on strategy. Interrogating how brands can create tentpole moments in this age. 00:00 - Introduction, who is Nate Skinner Squarespace’s senior director of global brand03:50 - Learning brand from Britpop 06:20 - The culture hasn’t changed the format did 09:10 - Building Squarespace’s innate creative taste 15:00 - Are we in a post-ad era?19:40 - Inside Squarespace’s Super Bowl ideation 24:22 - Playing music for creative inspiration Guest:Nate Skinner is senior director of global brand at Squarespace, where he leads the brand strategy and works on the website builders’ iconic Super Bowl campaigns. Before Squarespace, Nate spent two years as a brand narrative director for Nike in New York working to tell the stories of athletes and subcultures in the city. He’s a culturally attuned strategist working for one of the most distinctive technology brands. About Brandmakers:The Brandmakers podcast is a series exploring the world’s most innovative brands and the people driving them forward.Each episode, The Subthread’s editor and host Hannah Bowler will be joined by brand leaders to uncover the strategies and ideas keeping their brands culturally relevant.Brandmakers goes beyond origin stories, diving into ongoing culture, design, product and tech decisions that form a brand's long-term success. From bold strategies to breakthrough ideas, Hannah uncovers what keeps these brands at the cutting edge.About The Subthread:The Subthread is an independent media and events business focusing o