The growth of the social web has meant one thing to a lot of people: information overload. So much so that folks are regularly sharing content without consuming it — we’ve all been guilty of this at one time or another. You get a headlined Tweet or Facebook post from a particular writer or brand X and you pass it along, never bothering to click through and actually read or view the content.

Branding isn’t something you do once and forget about. Companies that truly transform their brand do it from the inside out . . . in an ongoing process that drives authentic and continuous change. By embracing change, brands are able to create a culture of innovation — and innovation, after all, is key to sustainable success.

Building Brand Culture. Part of a series of Best Practices from the Liquid Brand Summit 2011. This article captures the findings from a session about Brand Culture facilitated by Robert Richman from Zappos Insights at the Liquid Brand Summit 2011. The Brand Summit brought together more than 100 professionals to discuss the latest ideas about branding and marketing. More articles will follow.

Spring has sprung and so have we . . . if you haven’t heard, 2011 is shaping up to be quite a banner year for Liquid. Not only are we celebrating our 10–year anniversary, we also recently announced the opening of our first European office and we’ve been honored with dozens of design awards in the first three months of the year, including a much coveted “red dot” Product Design Award and a REBRAND 100 Global Award of Distinction. You can read about those in recent blog posts we’ve published.