Brands can stand out with cultural intelligence and promise.
What exactly is cultural intelligence and how does it relate to brands?
Cultural intelligence is the power that brings brands to the forefront of current events. It has the ability to drive brand growth and create iconic brands.
Cultural intelligence is the ability to relate to and work effectively across cultures. When brands consistently communicate with their audience and constantly deliver on the promise they make, brands demonstrate cultural intelligence.
Brands that strive for success must be relevant in the rapidly evolving culture of consumers. Brands that ignore the now and the cultures that ensue go unnoticed and appear out of touch. As a result, brands must work alongside current events, co-creating culture through music, sport, fashion, etc.
One way brands can work alongside, while also creating culture is through celebrities. The popularity of celebrities spans all cultures and directly influences consumers. Celebrities help brands establish the iconic image they desire and further stress the brands’ promise to consumers.
A celebrity marketing campaign is an extension of a brand’s cultural intelligence. It proves the brand understands consumers’ wants and needs in the current culture climate in order to establish a connection.
Embedding brands into culture is a long-term strategic venture. However, by understanding and embracing culture, brands are able to project their image beyond simple advertising and spark interest amongst consumers.
Along with cultural intelligence comes cultural promise.
It is the brand’s commitment to stay true to its core beliefs and promises. The more consistently and emphatically brands dedicate themselves to their promise and to culture, the greater its significance factor. With strong significance and a boost from celebrity endorsements, brands not only look successful, but become symbolic.
Although it may seem that consumers dominate in this ever-changing world, it is important to remember brands have a unique advantage. Using their cultural intelligence and promise, brands can engage with and influence culture. It is culture that persuades consumers and keeps brands in the limelight.
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