What does it take to build a brand that doesn’t just cover culture—but defines it? In this episode, we sit down with Mike Tresvant, EVP of Brand Partnerships at Complex, to unpack how the iconic media brand continues to thrive in a shifting digital landscape. From ComplexCon’s 300+ brand activations to the company’s resurgence post-acquisition, Mike shares how a challenger mindset, authentic storytelling, and cultural fluency keep Complex ahead of the curve. We talk about what brands get wrong when trying to tap into culture, the new skills every marketer needs in the next five years, and why “selling relevance” is the real metric of success in today’s attention economy.
Key Takeaways:
// Culture > Content: The future of marketing lies in creating cultural moments, not just media impressions.
// The Challenger Mindset: Complex succeeds by thinking like an underdog—staying agile, experimental, and deeply connected to youth culture.
// Earning Relevance: Brands can’t buy their way into culture—they have to show up authentically and add value.
// ComplexCon’s Blueprint: Over 300 brand partnerships prove that when commerce, content, and culture intersect, real engagement follows.
// Skills for the Future: Marketers who blend cultural intelligence with business acumen will lead the next wave of brand partnerships.
// The Power of Community: Success comes from listening to your audience and co-creating experiences that reflect their world.
Connect with Mike: LinkedIn
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