The Importance of Culture Building in Branding
Culture is the soil of growth, the foundation of values, and the source of innovation for brands. One of the most important underlying logics of brand innovation is to draw inspiration from cultural heritage to innovate content. For brands, culture is the bridge between them and their consumers, and a key factor in building and sustaining consumer loyalty.
The international fashion brand Gucci has been quite successful in the process of building brand culture. Driven by innovation and association, Gucci has created a diverse, inclusive, and respectful community (#GucciCommunity) in which each member can express themselves and be themselves. The commitment is to continue strengthening the brand culture that carries the mission for decades to come while demonstrating the brand's core values through an innovative path of social and environmental sustainability.
Culture building is not only for luxury brands, in recent years Victoria's Secret has been committed to creating an inclusive brand atmosphere by sharing and presenting a multi-dimensional and diverse perspective of women, supporting a rich and diverse range of products for women of all ages and sizes, creating a positive transformation, expanding the brand and segmenting categories to align with female consumers in all aspects.
The Chinese make-up brand Florasis has established its own exclusive "Oriental make-up" system since its inception, rooted in traditional Chinese culture and adhering to its oriental heritage. On first impression, with the brand name, you can see that they develop their aesthetics based on traditional Chinese culture, and create make-up products with Chinese cultural characteristics, both inside and outside,
Cultural diversity and inclusion are not only aspects of 21st-century business wisdom but are also the subject of the United Nations Sustainable Development Goals. The sustainable development process of major companies and brands requires not only the protection of natural resources, the environment, and ecology, but also care for human well-being, which naturally includes respect, tolerance, and support for different cultures.
The success or failure of a brand will depend on whether the cultural values it upholds and the connotations of the cultural values it possesses are in tune with the times and can reach the hearts of consumers.
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