Cultural Intelligence Matters

The recent announcement of a new National Women's Soccer League team hit close to home—for me, my family, and my agency’s new base in Boston. But the excitement quickly faded as the team’s branding rollout faced heavy backlash in the media.

As a branding veteran of 25 years, it was clear to me that the launch lacked the cultural sensitivity today’s audiences expect. Could a more diverse team have flagged these issues before launch? Probably. That’s why this hit close to home.

Our newly repositioned agency is uniquely suited to recognize these insensitivities before they see the light of day. At 4040 Agency a diverse team includes individuals from different backgrounds, experiences, and perspectives, encompassing differences in race, ethnicity, gender, age, socioeconomic status, and more.

We are led by a Black woman CEO, a woman VP, and a team of underrepresented designers, all of whom bring unique voices to ensure our work is rooted in cultural intelligence.

And trust me—my team isn’t afraid to challenge ideas that miss the mark.

Here’s how having a diverse team could have made a difference:

Cultural Awareness and Sensitivity: A diverse team would bring a variety of perspectives that better understand different cultural nuances and potential sensitivities. This can help avoid campaigns that come off as tone-deaf or insensitive to specific communities.
Relatability and Authenticity: Diverse teams can more accurately reflect the varied backgrounds of the target audience, ensuring that the campaign resonates with different groups. Diverse perspectives can ensure that campaigns are built with authenticity and inclusivity in mind, leading to more positive reception.
Avoiding Backlash: A lack of diversity can sometimes lead to campaigns that spark negative reactions or go viral for the wrong reasons. Diverse teams are better equipped to anticipate how different audiences will respond and can adapt strategies accordingly.

I don’t believe in the adage “you only get one chance to make a good first impression.” I know the Bos Nation team has to feel the same way, but unfortunately, they have their work cut for them. I’m confident they can overcome this as a branding and creative expert and a fan. Every challenge is an opportunity for all involved. I’ve made many in my career and learned those tough lessons.

Support and empathy is critical when cultural mistakes happen. We are here to support any brands like @Boston Unity Soccer Partners at any point in their journey. For those of you with like minds related to cultural intelligence, please feel free to reach out directly to me or anyone on our agency team. We love collaboration. We love creating. @4040 Agency

And of course – follow our new IG account @4040.agency to see our diverse team’s work!

(John Trotter, CCO and Founder)

Cultural Intelligence Matters

Boston's new National Women's Soccer League team faces widespread criticism for branding, naming, and launch - and we agree.

Boston's new National Women's Soccer League team faces widespread criticism for branding, naming, and launch - and we agree.