Monday, June 23rd, 2008...8:23 am
Brands are culture builders
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I read this morning a great post about twitter culture.
I think creating a culture is the very duty of a brand. I mean, if culture refers to patterns of human activities, it is exactly what brands do. First, there is the need and a group of people unify their energies and talents to fix it. All together they create an organisation to deliver a product or a service. But the winner will be the one that will find a way to generate its own behavior with this product or service. That is why brands creates symbols, words, dreams… Eventually they build their own universe.
As a start-up marketing manager , I feel proud to be in charge of creating a new culture. Hope it will please you.
5 Comments
June 23rd, 2008 at 11:07 pm
Yes!
That is what we have been saying for some time. Brands today really do behave much like the antrhopological definition of culture. In fact, we’ve issued a whitepaper on the topic if you’re interested in more on this. Visit our website to download it.
All the best with your start-up!
June 24th, 2008 at 12:42 pm
Thanks for your support Mike.
I swang by your site, which I found interesting and I will download the whitepaper to read it this WE.
June 25th, 2008 at 6:08 pm
Seems that it also goes both ways: brands build cultures and are themselves the product of exiting cultures…
June 26th, 2008 at 9:09 am
@cratyle, that is true. The real challenge indeed is to see how the existing culture can be extended to the largest audience.
June 27th, 2008 at 8:56 am
You’re right. Brands are anthropological markers of behavior, and in this respect, they are indeed culture builders.
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