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All things culture.

At BrandCulture, we don't stand on ceremony, celebrate conventional wisdom or honor sacred cows. Peruse cheers and jeers for the best, worst, oldest and very latest branding theory and practice...all with the assurance that every post here has passed our "Branding. Not Bull" promise. Won't you please join us?

Creating Corporate Culture – Before the Hire

Building and nurturing a strong brand is a matter of delivering products, services, and experiences that provide unique and compelling value to customers. That requires much more than creative communications. It requires aligning culture, people and processes so that they are incentivized to work, act, and interact in ways that produce desired brand outcomes. That means teaching and rewarding productive brand behaviors, discouraging unproductive ones, and - perhaps most importantly of all – hiri

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“Pay What You Like”: What Fee-Free Says About a Brand

Have you seen the GOOD sheet? Starbucks’ best new offering isn’t its new take-out oatmeal cup, but a weekly communiqué. With its dynamic graphics and charts, it offers facts and statistics on a political issue (this week: Health Care), along with explanations of the presidential candidates’ respective stances and proposed policies on the issue. And it’s free – unless you opt to pay; on the GOOD website, you can subscribe at whatever price you

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Brands in Crisis: A Second Act for Financials

The transformation from financial high-flyer to defunct also-ran happens today with stunning speed. Decades of hard-won reputation disappear in days. Amid the sturm und drang accompanying the meltdown of Bear Stearns (b. 1923), the Federal conservatorship of Fannie Mae (b. 1968) (NYSE: FNM) and Freddie Mac (b. 1970) (NYSE: FRE), and most recently the bankruptcy of Lehman Bros. (b.1850) and the $85 billion bailout of AIG (b.1919) (NYSE: AIG) breaking headlines, what happens to all of these financ

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Building Brand Equity: Think Orchestration, not Fragmentation

A tweet does not a brand make. Well, maybe it does if you’re a high school student trying to create a personal ‘brand’ for the consumption of your fellow math club members. But not if you’re a business or organization interested in establishing and nurturing its brand. There’s more and more talk these days about the opportunities that blogs, podcasts, and YouTube afford any Tom, Dick, or Sarah to

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Is this ‘True’ Corporate Responsibility, Nike?

Nike’s (NYSE: NKE) 2008 “Be True” campaign, showcasing local designers with an urban aesthetic is a new take on the brand’s “Dunk” campaign – part of Nike’s effort to lure and retain an audience that demands increasing authenticity from the brands with which it chooses to truck. The Be True campaign’s informal design grid and individualized graphic narratives create a pastiche that feels original and spot-on for t

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The English Language: Evolving, or Devolving?

Did you notice the error in this title? If you did, how much did it bother you? Language is changing. But is it degenerating? Or is it simply shedding antiquated encumbrances? • It’s vs. Its • Your vs. You’re • Their vs. They’re • The subjunctive voice Language is becoming more relaxed. IM’s, SMS’s, Facebook, blogs, wikis – they’re profoundly influencing how we read, write, speak,

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Ask Not What YouTube Can Do For You

In this election year, the new media are emerging not just as democratic, but also as Democractic -- in the capital D sense. The Obama campaign is using the internet as a resource like no other candidate has done before. These days, getting elected is a matter of knowing not only how to market a candidate but where: the medium matters. Barack “Scarlett Johansson loves me” Obama and his supporters are reaching out

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