A whitepaper on the value of building a brand driven culture.
This whitepaper draws upon the anthropological concept of culture to introduce a new model for brands. The old brand model, which advocated the creation of an external brand image to influence consumers, is a thing of the past. We think it’s time to do things differently. In the new model a company’s true values replace the external brand image. In other words, looking good is no longer enough. To compete in today’s fast paced landscape, brands must
be better from the inside out. They must embrace a cultural shift.
We call this new model Brand Culture—and we think it has the potential to transform companies into truly amazing brands.