A cultured brand is one that ‘gets it’ – think Apple or Disney. But what does it take to be a cultured brand? In advertising, we often use relevance as a proxy for culture, but that does not do justice to what the most successful brands have done.
Being a cultured brand is more than a nice quality to have, it’s one that pays dividends. Our global study between brands with the highest cultural value and ordinary brands showcases that the top 10 per cent of cultural value brands find 2.6x revenue growth and 1.7x revenue – than brands that aren’t culturally relevant.
On the highest level, to build a cultured brand, we need to anchor ourselves in a human truth, one that has become more
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