Cultural Capital: Building a brand that people can belong to
The rarest thing in marketing is a brand that escapes its category and becomes part of the culture. What separates a brand that people buy from a brand that people belong to?
To answer that, we went deep into discovery sessions, stakeholder interviews, category audits and the cultural forces shaping how brands are understood today. We heard from creative futurists, brand strategists, SEO experts and the StrategiQ team who work on this every day. We looked at the brands getting it right, the ones getting it wrong and what the rise of AI means for brand identity.
Contributors
David ‘Shingy’ Shing, Creative Futurist
Louise Goodthorp, Head of Creative & Brand, StrategiQ
Nathan Height, Head of SEO, StrategiQ
Olivia Phillips, Creative Strategist, StrategiQ
Dolly Parton (just kidding)
Insights include:
- The brands taking the biggest creative risks are often the ones with the strongest strategic anchors
- 4.6% of consumers have sought out information to verify claims about a brand and 15.8% have stopped buying from one because of its views or actions
- The true heart of an organisation – who you are – always reveals itself in the customer experience.
The publication also includes the StrategiQ Four Cs framework, the Kapferer Brand Identity Prism applied to real brands and the New Future Value™ levers for optimising, accelerating and innovating your brand strategy.
Cultural Capital: Building a brand that people can belong to
