Cultural Brands
What are cultural brands?
Cultural brands are brands that are picked up by the the current popular culture, and sometimes affect and change popular culture. These are brands that have conviction shown on them and follow through with their principles. Cultural brands naturally stand for something, and are embedded in a person’s way of life. They have a way of influencing people and are a hot topic among them.
Examples of cultural brands are Nike, Sony, Adidas, and Apple. Just by hearing these brands, one can already ascertain their influences on the pop culture. Nike and its “Just Do It” slogan gives a push to the people to be all they wanna be without hesitation. Adidas gives quality to coolness and coolness to quality. Sony and Apple both inspire people to improve their daily lives with technological advancements.
In online marketing, for the cultural brands to maintain their hold, and for other brands to be more successful, the brands should be able to give that “effective, engaging, effective experience.” The brands need to become a part of a person’s daily life. It needs to provoke conversations, and let people feel the need for them.
The difference between cultural brands and the others is that non-cultural brands have to rely more on advertising and marketing whereas the cultural brands rarely do. Cultural brands don’t need to.
So what happens when your brand isn’t a cultural brand? Can your product become one? The answer is yes. But to be a cultural brand, it takes a different route than the traditional marketing. Cultural brands became what they are through their behavior. It was how they represented themselves, from its product design to the marketing process.
How do you create a cultural brand out of your brand? It starts with opening up your point of view to the public. This point of view becomes the passion and conviction that you will embed in your brand. It should be able to move people, giving them an experience of your point of view, and influencing them in their decisions. Its presence and conviction is, after all, what made them apart from other brands.
