CRACKING THE CULTURE CODE: How to Shape a High-Performance Culture in Your Organisation Culture is the unique pattern of values, behaviours and principles that make an organisation stand out from the competition. Organisations with strong cultures match their culture with their brand, allowing them to provide a consistent experience to their employees and customers. This Ketchum Change approach discusses the 8 attributes found in some of the world's leading organisational cultures and how one can apply them to their organisations.