We're thrilled at having received nine awards at this year’s ADDY Awards Competition, including the coveted Best of Show award. The ADDYs honor creative excellence by recognizing the best work from Silicon Valley agencies. The awards ceremony was hosted by the Silicon Valley Chapter of the American Advertising Federation on March 22 at San Pedro Market Square in downtown San Jose.

The old brand model, which advocated the creation of an external brand image to influence consumers, is a thing of the past. We think it’s time to do things differently. So, we wrote this whitepaper drawing upon the anthropological concept of culture to introduce a new model for brands. We argue that its time for true values to replace the external brand image. In other words, looking good is no longer enough. To compete in today’s fast paced landscape, brands must be better from the inside out. We call this new model Brand Culture—and we think it has the potential to transform companies into truly amazing brands.