4. cultural branding

Question 1

what does it mean to say an organization is creative?

Answer 1

creativity is about being new and useful, lustful, impactful, approachable to some goal, have a function etc.

Question 2

what is a black swan event?

Answer 2

an unforeseen event that has lasting repercussions
ie. covid 19

Question 3

what did the McCracken Video tell us?

Answer 3

1. don’t only listen to those closest to you
2. chose meaning that really works for the brand
3. find what cultural meanings are relevant for consumers at that point in time
4. put the brand into the world to give glimpses of the brands meaning in action
5. always stay up to date with what is relevant in culture

Question 4

what is competitive advantage

Answer 4

how a company differentiates itself which allows them that outperform competitors by offering similar products for a greater value

Question 5

define ideology

Answer 5

system of ideas and ideals

• set of beliefs, values, and principles that shape individuals’ and societies’ understanding of the world
  -helps marketers develop messages and strategies that resonate with their beliefs and aspirations,

Question 6

define Cultural Codes

Answer 6

implicit or explicit symbols, meanings, and references that are shared within a particular culture or social group.

• decoding cultural codes allows marketers to create communication campaigns that effectively resonate with the target audience’s cultural identity and preferences

Question 7

define Cultural Orthodoxy

Answer 7

Cultural orthodoxy refers to the dominant or widely accepted beliefs, practices, and norms within a culture or society.

• ensuring that marketing messages and brand experiences are consistent with prevailing cultural values and expectations

Question 8

define Cultural Opportunity

Answer 8

Cultural opportunity refers to the potential for brands to leverage cultural insights, trends, or events to connect with consumers in meaningful ways

• enables marketers to develop innovative and impactful campaigns that capitalize on cultural relevance

Question 9

define Cultural Branding

Answer 9

involves creating a brand identity and narrative that taps into the cultural context and values of the target audience

• goes beyond product features or benefits to establish deeper emotional connections with consumers based on shared cultural affiliations and aspirations

Question 10

what are blue ocean strategies?

Answer 10

-new market

• unknown market space
• plethoras opportunities

ie. Tesla, Netflix, uber, amazon (they were the first to penetrate the market)

Question 11

what are red ocean strategies?

Answer 11

-existing market

• largely competitive
• existing demand

ie. other streaming services that came after Netflix, lyft, electric car manufacturers

Question 12

what is fast casual?

Answer 12

• fast food but better for you
• may be more expensive than regular fast food chains

Question 13

what did Under Armour do to challenge norms

Answer 13

they tapped into elements of culture to diffuse new beliefs/reinforce positive ones (women are strong/athletic)

Question 14

how does dove fit into cultural branding? what is the ideology they are looking to advance?

Answer 14

-changed ideals around body positivity #realbody

• didn’t innovate at product level but told a different story that connected with consumers

Question 15

how does Patagonia connect with culture?

Answer 15

sustainability, transparency, activism, support environmental non profits, connection to environmental groups etc