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Why brands should focus on cultural marketing

Observing cooperation between brands and hip-hop culture in Germany is like watching the trick with the Cola and the Mentos in fast motion. Nobody wants to miss the time when the next topic goes through the roof. Scientists have calculatedwhen this point is reached: When ten percent of a group is certain, their belief becomes the opinion of the majority.

When are 10 percent of German marketers convinced of hip-hop culture?

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