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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?

Hi, My Name Is…From Babies to Brands, Titles Matter

Juliet Capulet was onto something when she wondered aloud, “What’s in a name?” We say: plenty. Sure, the thirteen-year-old was lamenting that her surname kept her from being with her beloved Romeo, but the right name is without a doubt one of the most important – or at least public -- elements of building a successful brand. Recently, we’ve been thinking a lot about monikers, not only as a strategic branding tool but also because one of our own team members is awaiting the arrival

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Naming and the New Internet: The Demise of the Squatter?

If you’ve ever been responsible for naming a company or product, you’ve likely: 1. Brainstormed until your brain could storm no more, 2. Selected the perfect name, 3. Checked to see if the URL was available, 4. Promptly returned to step 1. A recent decision by ICANN, the organization that regulates the internet, could change all that, but will it be for better, or worse? The first of two pro

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That’s the (Intrapreneurial) Spirit: Pet Projects that Blew Up

Good news for anyone who has ever been busted by the boss for working on something not explicitly “work-related” in the office: although you may have been deemed a shirking slacker before, you may have earned yourself the new, swanky title of intrapreneur. A growing number of companies are encouraging, and even requiring, their employees to engage in what the W.L. Gore company (producer of Gore-Tex) calls

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Is the Whole Foods Brand Losing its Mojo?

John Mackey, the legendarily combative CEO of Whole Foods Markets (NASDAQ: WFMI) is back. Back to blogging, that is after an 11-month self-imposed hiatus while the SEC considered whether his two thousand + Yahoo! posts under the anagram “rahodeb” (borrowed from his wife Deborah Morin) violated securities regulations. Equal parts enfant terrible and éminence grise, Mr. Mackey seems surprised by all

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When is Destination Branding Really Destination Blanding?

It seems that having a nice town that people like to visit, or even a state that draws holiday and business dollars, just isn’t enough these days. If you really want to matter, you’ve got to have a “Destination Brand”. So locales as recognized as San Diego (Active Relaxation), as large as California (Find Yourself Here), and as sexy as Mackina

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Positioning your Brand on its History May Be the Key to its Future

In these modern times, there’s still a kitchen item you can give a woman as a present that counts as a real gift, rather than a gender stereotyping offense. I found out the hard way at Christmas ’06 that it’s not an immersion blender. No, it’s the KitchenAid stand mixer – a product whose throwback design and positioning hit a number of consumer sweet spots and command a serious price premium at retail.

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