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SXSW Recap: The Power of Culture
A SXSW Session

Cult CEO Chris Kneeland shared the following ideas to a full house this past Saturday night in Austin Texas:

Most brand stewards are spending an inappropriate amount of time and money on their advertising, all while largely ignoring their most important owned asset – their culture. From HR Marketing efforts that attract the right talent, to better training and retention programs, marketing leaders need to turn their creative firepower inward to build an insanely passionate workforce.

Most brand stewards are spending an inappropriate amount of time and money on their advertising, all while largely ignoring their most important owned asset – their culture.

Brand leaders from the most iconic, cult brands do not delegate the responsibility to indoctrinate their workforce to HR or Operations. This hour-long workshop taught leaders from brands like IBM, SC Johnson, Ikea, and Helly Hansen how to prioritize internal marketing efforts and to view their corporate culture as an even more powerful branding tool than advertising.

To learn more about the session and the various insights, have a look at this in-depth summary provided by Marketing Mag, found here.

Further Reading
Why We Exist
The North Face: Weathering the Competitive Storm for Over 50 Years
M&M’s: Heat Wave, K-Rations and Van Halen.
 
FIX: Break the addictions that are killing brands
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