Brand culture is key to meaningful impact by the collective.

Making impact with all stakeholders together.

Brand culture promotes a new way of thinking about branding. The first traces of this concept surfaced during the global financial crisis of 2008. Anno now it is proving to be the best way forward for more and more visionary and future-proof organisations. Culture is the foundation on which a purposeful brand can be built. A strong meaningful union between people, both internal and external, forms the base from which a meaningful brand develops.

In this new way of thinking, be aware that your brand is always represented by real humans, their feelings, beliefs and ideas, and not by means, such as logos and marketing campaigns. Those are mere semantic representations of your brand. Such properties indeed are important for saliency, recognition and confirmation of ideas. With brand culture, it starts with recognising that humans are a social and highly emotive species.

Brand culture based organisations have the potential to transform companies into business as a force for good.

We are convinced that in modern branding, the organisation's inner drives, values and joint purpose must be fully aligned with brand communications as promises across all internal and external touchpoints. Moreover, developing and strengthening the organisation culture is becoming key to developing attractive brands. To be successful, cooperate with all stakeholders, and help solve the challenges the world is facing, brands must be shaped from the inside out. Such brands will need to embrace a cultural shift in their thinking. We believe such culture-based brands have the potential to transform companies into business as a force for good. And ultimately win the hearts and minds of the people.

It requires a rethink on the process how to create culture based brands.

We use cultural anthropology to understand how people interact. Human behavior is symbiotic, showing deeper meanings and connections. Instead of just focusing on economic actions, we realize that feelings and the search for meaning guide us. We find our place in tribes and larger communities, which help us survive. In these groups, people share understanding about their environment, purpose, identity, and existence. Unique habits and tools develop, helping to strengthen bonds between individuals while setting groups apart. Ultimately, we shape our own identities and collective identities through these connections and shared experiences.

The same meaning and feelings that attract customers will also attract and keep employees.

The challenge is motivating and aligning all your coworkers with a truly meaningful purpose that resonates with them on a personal level. How can you effectively make them feel happy, engaged, and open to change? A strong and vibrant brand culture begins by clearly defining what the brand stands for and why it genuinely matters in today's world. Make it inspiring and relatable; otherwise, people simply won't care about it. We can help you with this process in an engaging and supportive manner.