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The Value of Brand Culture

Date: Thursday, August 7, 2014 Date: Thursday, August 7, 2014 Time: 07:45 - 09:15 Location: The Corinthian Club, Glasgow

This is a past event

“Ever increasing ‘blurred lines’ between Brand and Culture” was how Julian introduced his presentation on ‘The Value of Brand Culture’ at the August Communications Breakfast.

Julian Westaby, the host of the breakfast took his turn at the podium (and had the odd experience of introducing himself), to share with the 70 strong audience his take on brand culture, which he described as a blend of:

  • Psychology
  • Ideas
  • Attitudes and
  • Beliefs

Culture fuels brand and if harnessed properly can become the source of long-term differentiation. Why? Because culture adds a dimension that can heighten positive brand experiences and companies with established cultures tend to be driven by values where transparency, authenticity and honesty are woven into the fabric of the organisation.

Looking good is no longer enough because to compete in today’s fast paced landscape, organisations must be better from the inside out.

John & Olivia

Thanks to the Internet, consumers now have an unprecedented view into a company and access to its most sensitive internal secrets, not to mention instant word-of-mouth reports from people who’ve tried a company’s product or service.

People don’t want a manufactured brand that tries to pander to their tastes. They want something real; they want honesty.

There was a lot of insight into how organisations can bring the culture of brand to life, and Julian explained how he works with organisations internally, sharing with us some of the processes undertaken in his brand workshops.

It was clear that for a culture to succeed you have to:

  • Define your culture
  • Share your culture and
  • Live your culture

The Q&A that followed was lively and turned out to be a bit of a debate with the audience pitching in on some of the questions asked and points made. Clearly there is a belief that in general many businesses could benefit by improving their culture.

Julian explained culture can be defined and shared through open and honest discussion around the boardroom table and that his business is being asked more and more to help organisations through this process.

“Recognising the Value of Brand Culture helps communication internally and therefore brand communication externally”

Stronger Culture = Stronger Brand = Stronger Business