Hero Collective’s Post

"culture" has become a real buzzword in the marketing industry. Anything to do with brands, especially in a B2C environment, seems to have an attachment to culture. While I'm an absolute advocate of it, I feel that it is often misused and overused. Brands want to "own" culture. Is that even possible? Brands want to "create" culture. Is that even a thing? The reality, though, is that more often than not, brands "react" to culture. Being proactive, identifying a cultural space for a brand, one that matches its true purpose, intent and values is the absolute foundation to its success - particularly in a world that is more polarised and fragmented than ever. It's then, and only then, that brands are able to ride the waves of slow and fast culture simultaneously (this is the real trick and ambition by the way). In a world where data and content are king, too many initiatives are very short term and short sighted, only allowing brands to capitalise on the short term, the transient - fast culture. And as we know, the power of brands is that which anchors itself in the long term - a sense of heritage and authenticity that won't let opportunism taint the real meaning. One that convinces and creates true loyalty - slow culture. There are many cultural models out there that can help brand owners and their agencies define the cultural space for brands. One I really like and we always work with at Creative Culture is the four pillars of culture. Much like brand models, it helps simplify the mapping process - one that brings the key elements of brand and culture together; one that allows a brand to understand how it should turn up in different cross-cultural environments. Norms Values Language Symbols are the foundations of this model. Read more in this article we wrote for WARC earlier this year. #culturalintelligence #culturalmodels #globalbrands

I often encourage my clients and colleagues to take off their brand/marketing/advertising hats and just exist in their humanness so we can all ask ourselves: “what is annoying about this (fill-in-the-blank problem that our brand is perfectly designed to solve) or what holds most meaning in moments like this when we’re just living our lives, not trying to slang some goods?” We become so mired in selling the thing that we forget to be human and align our work to our human experiences. Love the idea of brand anarchy as a means to unlock brand empathy, brand humanity, brand connectedness.

*ETHICAL BRANDING In the ever-changing landscape of societal evolution, brands need to realign themselves with their core values and not just trends of society. This ownership of self attracts consumers who resonate with their authentic identity and ensures that companies are not just chasing fleeting trends or attempting to sell to an audience based on perceived market demands. Instead, they must prioritize internal integrity, a critical factor in attracting and retaining 'ethical' consumers… #ethicalbranding #branding #eqwjah

Get your pen and paper ready, I've got a cheat code for you. We’ve explored the repercussions of mishandling culture—now, let’s delve into the essentials of mastering cultural intelligence. As the Executive Creative Director and Chief Cultural Officer of Hero Collective, I've navigated the intricate interplay between brands and culture. Today, let's dissect the pivotal realm of cultural intelligence – the linchpin for any brand endeavoring to navigate the rich tapestry of our global audience. What does it take to get culture right? In the era of artificial intelligence (AI), there is no tech substitute for what brands truly need: Actual Cultural Intelligence (ACI). It's not just about recognizing cultural nuances; it's about understanding the heartbeat of your audience. ACI involves deciphering the unwritten rules, the unspoken language, and the cultural nuances shaping perceptions. And the only way to accumulate ACI is through Actual Cultural Experiences (ACE), which is not about what you say; it's about what you do and have done. ACE is amassed through authentic engagement, genuine interactions, and a track record of cultural respect—which collectively amount to meaningful experiences that resonate with your audience. No AI wizardry can capture the intricacies of human culture or replace the knowledge gained from genuine engagement. ACI and ACE: Not a Game of Vowels! These ain't a random assortment of vowels; they're the pillars of cultural competence. It ain’t Scrabble; it's strategic brand building. It’s how you get culture right 101. AAP & AWC: Pivotal Steps to Cultural Agility In the alphabet of cultural intelligence, 'A' stands for Actual, but before brands can actually get culture right, two other actuals must be embraced: AAP - Actual Acknowledgment of The Problem and AWC - Actual Willingness to Change. To get culture right, brands must first acknowledge when they’ve misstepped, signaling the need and the commitment to learning and growing from their cultural mistakes. The next step toward getting culture right involves having an Actual Willingness to Change (AWC) once a problem has been acknowledged or identified. Brands must embody adaptability and openness to evolve their strategies, standing pat will get you nowhere. How Hero Collective Can Help: At Hero, we don't play with vowels; we play with impact. Our team combines ACI & ACE as we help brands embrace AAP and employ AWC to craft campaigns that resonate, engage, and elevate your brand in the eyes of your audience. The Cost of Ignorance: Getting culture wrong isn't some misstep that can be corrected by a CEO saying “my bad”; it's a financial and PR black hole; the price of which can be astronomical. It's not just about what you stand to lose; it's about the years it takes to rebuild trust. Let's Connect! Don't let your brand be lost in translation #CulturalIntelligence #HeroCollective #CulturalCompetence #CulturalCompass #NavigateCulture

As you start winding down for the end of the year, it's worth thinking about what phase of culture you will find yourself in for 2024, and what that means for your brand... Most good brands uphold the culture of their time, but the greatest brands move people from one stage of culture to the next. There are four phases of every culture: Entrenchment, Tension, Exploration, and Transformation. Each stage has its own characteristics, its own rules, and its own unique way for breaking out of those rules. Earlier this year I wrote about the Culture Brand Cycle and how it is a roadmap for 1) understanding where your industry’s culture is in the cycle, and 2) knowing how to transition out of that phase to the next one so that your brand is ideally positioned and your competitors are at a natural disadvantage. The greatest brand equity you can ever gain is in owning that transition. 2024 can be the year you do that. https://lnkd.in/dAzy4EM4 #strategy #brandstrategy #culture

The adage “your brand is your culture, and your culture is your brand” has been a guiding principle in our work over the years. It encapsulates the inextricable link between a company’s identity and its internal workings. Traditionally, we often equate a brand with its products, marketing campaigns, or social initiatives. Yet, the true essence of a brand resides within the organisation itself – its culture. Every action, decision, and interaction among employees shapes the company’s external perception. In today’s age of transparency, consumers can easily discern between authentic brands and those that merely pay lip service to their values. Read the full article here: https://lnkd.in/dk3W6-y5

I had a privileged to talk about "Brand Equity across Channels" in AMA Forum, here's my main thoughts: Building Brand Equity: Connecting Authentically Across Channels 🌟 In today's dynamic marketplace, brand equity isn't just about recognition; it's about forging genuine connections. Brands must resonate with consumers by communicating simply and transparently. Why is Brand Equity Crucial? Brand equity embodies consumer perception, loyalty, and trust—a vital asset in competitive landscapes. Studies show that brands with strong equity outperform competitors and command premium pricing (source: Nielsen). Navigating Diverse Channels Whether it's Facebook, LinkedIn, TikTok, or engaging in sponsorships and events, each platform demands a tailored approach. 👥 - LinkedIn: Maintain a professional tone, sharing industry insights and thought leadership. - Facebook: Connect on a personal level, showcasing brand culture and community impact. - TikTok: Embrace creativity and humor, engaging a younger, dynamic audience. Consistency Amidst Diversity While tones vary across channels, consistency in messaging is non-negotiable. 📱 Brands must uphold core values and brand promise across all touchpoints to build lasting relationships. Adapting to Consumer Expectations Today's consumers seek authenticity and transparency. Brands that communicate openly and responsibly resonate more deeply (source: Edelman Trust Barometer). Dear brand owners, what else do you think should be included when striving to build strong brand equity? Share in comments:

Culture Shapers: How Trailblazing Brands Spark Movements 📚 I recently read an insightful book - "Culture Shapers: How Trailblazing Brands Spark Movements" by Brett McKay. It explores how certain iconic brands have shaped culture and sparked societal change. 🤔 Key takeaways: - Brands can positively impact culture when driven by a purpose beyond profits. - Trailblazing brands take risks and show authentic leadership to spark movements. - Brand storytelling and community building are crucial to driving change. Examples like Patagonia’s environmental activism, Nike’s Colin Kaepernick ad, and Dove’s campaigns for real beauty. The book made me think about the tremendous power that purpose-driven brands wield today. The brands that tell the best stories and connect with consumers at a deeper emotional level seem most able to impact culture. 🌊 Some tactical tips offered: - Identify societal tensions your brand can credibly address. Don't follow, lead. - Weave higher purpose into internal culture and external messaging. - Use employees as brand ambassadors and community builders. Let me know your takeaways on purpose-driven branding and sparking movements! ✨ If you're looking to rebrand or drive growth for your company or personal brand, our experts at Communik 👥 can help make your vision a reality. We build resonant and authentic brands fueled by purpose. Reach out today to get started! 🚀

What's the value of brand purpose for travel brands? Catch up on our panel discussion ‘Radical authenticity and marketing with purpose’ for key insights that will help you strengthen how guests see you. Key Takeaways The panel concluded that brands should seek guidance on how to support diversity, inclusion, and sustainability authentically. Honesty, authenticity, and alignment with the mission statement are crucial for building trust and fostering meaningful connections with consumers. In summary, brand purpose serves as a guiding principle for travel brands, shaping their actions and perceptions. By embracing authenticity, inclusivity, and sustainability, brands can strengthen their connection with consumers and make a positive impact on society.

Joining Lola Bakare conversation in response to Jeff Beer's piece "What does brand purpose really mean in 2024". Going to highlight my favorite insights from CMO's and critique some others. 1."Good brands draft off culture, great brands shape culture."Brad Hiranaga, Cotopaxi Chief Brand Officer I cannot say this enough hopping on trends + clout chasing viral moments will NEVER make your brand culturally relevant. You might have a view viral moments but you're not actually effectively connecting or contributing to how we move culture forward. 2. "Don’t be afraid to step out of your comfort zone, take some risks, and challenge the status quo. And if you’re a risk-averse CMO, start with a step, a leap, anything—just don’t stand still. The biggest risk is doing nothing at all."Morgan Flatley, McDonald’s Global CMO and Head of New Business Ventures Feel the fear and do it anyway. Being afraid of change and acting from a freeze state will always hold you back. Evolution can and should happen gradually. You need to take risks that remain authentically aligned with your brand's vibrant legacy while simultaenously propelling you forward. This takes agility, flexibility paired with high level strategy. 3. Many CMO's like to separate the terms brand, business, and company. But they are all a part of the same microcosm that are dependent on how authentically you live in your brand purpose both internally and externally. Brand purpose HAS to be a part of your internal company's DNA. You really can't separate your brand from the business, because your brand is the business. Your company needs to be reflective of your brand values, voice, and vision INTERNALLY for anything externally to connect. 4. Jeff Beer took a dig at consultants + LinkedIn thought leaders saying they can offer their opinions but the internal CMO's at top brands according to Fast Company offer the ultimate/ "elite" expertise on what cultural relevance is. HARD disagree. Your view can become myopic when you are internally working on the same thing for long enough. It's the same reason therapy is so beneficial - sometimes you need that outside perspective to get a clearer understanding of how to move forward. Not to discredit the work, brilliance, and excellent leaders many CMO's are but many brands require external support especially when it comes to achieving cultural relevance and navigating how to show not tell your brand purpose through external marketing plays. You can't achieve cultural relevance by merely observing from the sidelines. It takes a team, often outsourced + in collaboration with internal teams, not 1 leader who may or may not be able to stay tapped in with the ever-evolving pace of culture. Article here: https://lnkd.in/gQDXca_G