Brand Culture Developed From the Outside In

Brand Culture Developed From the Outside In

For years, marketing buffs, this one included, have raised the praise for internal branding and communications in order to inspire stakeholders and best deliver the brand promise from the inside out.  While generating a strong internal culture for the brand is still a vital task, another form of brand culture is emerging that stems from the outside in. Cultural relevance is fast-becoming a crucial element in brand strategy and development and is growing as a key differentiator in competitive categories. Simply said, consumers want brands that fit their lifestyle, support their beliefs, and facilitate their daily practices. Brand relevance versus cultural relevance Brands still need to be relevant to the interests, passions, and desires of consumers.  Product and service features are designed to match and meet these needs in a typical brand strategy foundation.  Often described as the “sweet spot” of the brand, this model remains highly relevant.  However, a new layer of relevance needs to be factored in today – that of cultural relevance, to keep your brand important and timely. Jeep and Chase are taking their brands to another level in terms of their intersection with cultural relevance.  Jeep has redefined its long -established brand DNA of “freedom;” born from the ability to drive to places hard to reach – to “freedom of expression.”  Current advertising, to the popular tune of Yusuf/Cat Stevens, shows this personal expression in many cultural categories – from politics, to beliefs on war, guns, sexual preference, and other cultural topics – and it’s brilliant.  Regardless of your cultural values and beliefs, Jeep allows you the freedom to express yourself.  While, the vehicle...
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