Building a system of shared beliefs

It’s what separates the brands that matter from the brands that don’t even make it. It isn’t some slick thing marketing does. It’s the engine that drives every aspect of your business.

We call it Brand Culture.

It’s at the heart of everything we do. And it’s a transformative force you need to put to work for your organization. Because, the truth is: if your company isn’t killing it when it comes to culture, your culture is killing your company.

Brand Values
Brand Values

The great brands don’t have customers or employees. They have Tribes.

What’s a Tribe? Tribes are communities of customers and employees strongly connected by shared values, views or interests in relation to a brand.

On the deepest level, customers and employees aren’t focused on products, features or benefits—they’re focused on meaning. So they don’t buy a brand, they buy into it. And when they do, it’s because the brand speaks authentically to who they are and what they want out of life. Your brand feeds your Tribe. And your Tribe feeds your brand. And neither can exist without the other.