Our Culture Building Principles
- Every company or product group has an identity, or brand, whether intentional or by default.
- A brand created by default will result in confusion and disintegration, just as all matter and energy tends inexorably to chaos.
- The strongest brands created by intent express the essence, character, and purpose of their companies and services.
- To synthesize the attributes of the company and the product, The Moderns use a process called Corporate Alchemy.
- The result: a brand that is designed from the inside out and can evolve, regardless of market dynamics, into a culture.
A Culture Building Brand...
- Provides an experience
- Promotes discovery
- Creates a destination
- Burns a memory
- Is relevant to its target
- Knows itself
- Consistently asserts itself across mediums
- Invents itself or reinvents an entire category
- Taps into emotions
- Spans past, present and future
- Is a story that is never completely told
- Changes a customerâs habits or behavior
At The Moderns, we’ve changed our approach to branding to emphasize the pull over the push. The old school way of branding pushes itself on customers, forcing traditional brands to compete with all other brands for attention and market share. These brands give very little back to the customer beyond simple entertainment. Culture building brands strike an effective balance between push and pull. They rely on magnetism, a pulling force, to welcome customers into their space. They carve out a quiet presence, allowing customers to connect with them on a personal level. In essence, culture-building brands promote discovery, provide an experience and create a destination. These elements inspire active participation from the customer allowing a memory to be forged.
Now the best part. Once you have a culture building brand that balances the push and pull, you can promote a culture that will naturally spark self-sustaining, self-aggregating communities. Here's how.
Culture-building brands are especially appealing to Cultural Creatives, an American sub-group that’s 40-50 million strong (about 24% of the United States population). Although Cultural Creatives come from all walks of life, they tend to be well-educated and in the upper middle class. Most important, women make up about 60% of this growing demographic.
