What is culture and why is it important for brands?
Culture is everything made, watched and consumed by humans. It’s the sum total of what we create and produce. It’s the medium through which we express ourselves and communicate with others – how we give meaning to the things we buy, the choices we make, the values we hold. And it’s constantly changing.
One idea can cross the planet in a single second. Brands need to keep up, or risk being out of step. What’s more, engaging with culture helps brands reflect what matters to people – thereby creating relevance. Understanding and harnessing culture and its influence on human life is a vastly under-used tool for marketers.
How we help you achieve growth
Kantar Consulting’s experts explore the interplay of culture and human experience, and what this means for brands. This gives us fresh perspectives on how to switch on growth – by creating greater relevance, meaning and shareability in people’s lives and in culture.
As well as offering leading-edge human insight, this strategic aspect of consulting explores your category or your brand, brand territory, communications, or expression, through the lens of culture, equipping brands to elevate their role in the market and in people’s lives:
To enable greater integration of culture and human insight into the marketing repertoire, Kantar Consulting offers six key tools:
Semiotics applied to User Generated Content at scale – making brands more engaging and relevant in a user-generated world (using EVA, our robot).
Helping brands identify and overcome a societal tension to fuel a culturally powerful purpose that’s meaningful, relevant and talkable.
Visual expression of the brand positioning territory in an inspiring and culturally powerful way.
Understanding how human values, cultural spaces and audience cohorts are evolving – and how a brand can use this understanding to connect in a meaningful way with people, lifestyle and culture.
Combining Human & Cultural insight as only we know how, to pinpoint and visualise the most resonant aspects of your brand essence.
Understanding a brand’s consumer segments on a deeply human level, to inspire effective communications, product development and innovation.
Partner, Human & Cultural Practice
Director, Human & Cultural Practice
Semiotics and Cultural Practice Lead
Senior Partner, Human & Cultural Practice Lead