You just need to travel abroad or to spend time with individuals who don’t come from the same place as you, in order to see the impact of culture on your brand. The way in which an individual acts, interprets or responds to various situations will be, to a greater extent, influenced by their own cultural perspective.
There are many instances of brands attempting to take culture into account however, unfortunately, the results are not always positive. While some receive industry appreciation and sales uplifts, some are left writing official apologies.
Taking Culture For Granted
Business, particularly marketing, takes modern culture for granted. It gets dismissed just as the thing which everyone’s talking about around the watercooler however it’s bigger than what’s trendy at the moment.
Culture is the one thing which enables marketers to produce greater engagement, relevance as well as grow their business. The failure to acknowledge the significance of culture to brand- and business-building is the same as making the decision that you’re okay with being at a competitive disadvantage.
Getting To Understand Culture
Greater awareness – as well as understanding – of the key dimensions of culture may assist us to better communicate with customers across different markets as well as regions in more subtle ways. By being both more culturally sensitive and communicating more compelling messages, you can significantly grow your business beyond your home market.
What Is Culture?
Culture contains a lot of different things – empathy, purpose and “cool” – that are difficult to quantify. In addition, these things won’t fit into strategic plans or don’t scale easily. However, culture is where you find context, opportunities for engagement as well as business growth.
The best marketing is both art as well as science however there’s long been an over-emphasis on the science of it. It’s not out of nowhere. The unusual influence of economics, engineering as well as psychology on management thinking. What these fields have in common is an assumption. Finally, a complex world may be simplified, but to do that, it’s necessary to filter out cultural context and changes over time.
Brands are not just faceless corporations. They are living, breathing entities which are built by humans and are real people who gather every single day in pursuit of a specific goal – whether it’s baking the world’s best cookie or offering the best security software. However, this human element is speedily lost in marketing. Brand content is often generic and dry, without personality and a compelling story. People aren’t able to connect to it, and therefore, it doesn’t do its job.
Luckily, there is a distinctive type of content which can create powerful connections through the process of showing people what your brand is like behind the scenes. It’s termed to be culture marketing.
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