Cultural Value: Mastering the New Marketing Currency
We need to revisit the fundamental reason brands are here in the first place – to create VALUE – and explore how the way they do this must change in the face of the seismic shifts we’re all aware of. Normally by value we mean COMMERCIAL VALUE, perhaps SOCIAL (and/or environmental) VALUE. But today there is a new, third form of value that is rapidly becoming the new currency in marketing and innovation – CULTURAL VALUE. For a while now, the wisdom about the role of brands has been that it’s about delivering experiences, not things – brands are vehicles to CREATE MEANING for people. And how is meaning created? Meaning is created through our shared CULTURE.