Culture-Led Brands

Drive Growth, Build Resilience and Cultivate Resonance
1. Auflage 2025
ISBN: 978-1-3986-1901-2
Verlag: Kogan Page

Buch, Englisch, 320 Seiten, Format (B × H): 156 mm x 234 mm

In a world of relentless change and pervasive uncertainty, brands can only thrive if they become adept at reading and responding to cultural currents and signals. Today, cultural fluency is not just a marketing advantage but a foundational element of successful contemporary business strategy. Brands no longer operate in a vacuum; instead they are active participants in a global dialogue that touches on everything from social justice to technological privacy concerns. This book equips leaders with the tools to navigate this rapidly evolving business landscape, embracing uncertainty and harnessing cultural relevance to drive growth. Covering everything from political sensitivity and digital transformations all the way to diversity and inclusion, environmental consciousness and how to capture the power of cultural voices, this book enables you to build a culture-led growth strategy and create a resilient brand. With real-world examples from brands like Oatly, Spotify, Louis Vuitton and Crocs, this book provides a practical framework for embedding cultural relevance throughout your entire brand. It encourages leaders to rethink not just their external messaging, but their internal values and operations to create a culture-led branding and business strategy that is adaptive, authentic and accountable.

Autoren/Hrsg.

Fataar, Leila

Weitere Mitwirkende

Pilkington, Edward

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility Unternehmensethik
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Personalwesen, Human Resource Management

Inhaltsverzeichnis

• • Chapter - 00: Foreword
  • Chapter - 01: Introduction: Embracing Uncertainty in Modern Brands
  • Chapter - 02: The Case for Cultural Relevance: Evolving the Brand Playbooks
  • Chapter - 03: Redefining Organisational Structure for Cultural Agility
  • Chapter - 04: Culturally Informed Leadership: The New Expectation for CEOs and CMOs
  • Chapter - 05: Mapping the Cultural Landscape: What it Means for Brands Today
  • Chapter - 06: Decoding Consumer Shifts: Insights Teams at the Forefront
  • Chapter - 07: Integrating Technology and Culture: Adapting to Digital Transformations
  • Chapter - 08: Political Sensitivity: Navigating Brand Positioning in a Polarised Era
  • Chapter - 09: The New Rules of Influence: Harnessing the Power of Cultural Voices
  • Chapter - 10: Diversity & Inclusion: Not Just a Policy, but a Brand Imperative
  • Chapter - 11: Environmental Consciousness: Aligning Brand Strategy with Climate Action
  • Chapter - 12: The Future of Privacy: Brand Responsibilities in Data Ethics
  • Chapter - 13: Anticipating Crisis: Proactive Measures for Brand Resilience
  • Chapter - 14: The Culture-led Business Growth Strategy: What it Means for Changes in Your Organisation
  • Chapter - 15: Conclusion: The Win-Win of Cultural Relevance in Business Growth

Über Autor(innen)

Fataar, Leila
Leila Fataar is a globally renowned brand-builder and leader in delivering cultural relevance for some of the world's biggest brands, previously of Diageo and Adidas before now founding her own agency Platform13. Based in London, UK, she has over two decades of experience across lifestyle, FMCG and sportswear companies at both big brands and boutique agencies. A regular keynote speaker at international conferences and a thought leader featured in top business publications, she imparts a vision for branding that is as socially conscious as it is commercially successful.

Pilkington, Edward
Chief Marketing & Innovation Officer, Diageo North America at Diageo and Marketing and Innovation Director, Diageo Europe

Leila Fataar is a globally renowned brand-builder and leader in delivering cultural relevance for some of the world's biggest brands, previously of Diageo and Adidas before founding her own agency Platform13. Based in London, UK, she has experience across lifestyle, FMCG and sportswear companies at both big brands and boutique agencies. A regular keynote speaker at international conferences and a thought leader, she imparts a vision for branding that is as socially conscious as it is commercially successful.