Cultural Value: Mastering the New Marketing Currency

Izzy Pugh and Helen Firth

This case study explains how cultural value is the most important emerging currency in marketing today and uses Lush, Airbnb and Under Armour as examples of how to succeed in this area.
  • At a time of fast-changing competition and shifting consumer expectations, the role and purpose of brands have already come under close scrutiny.
  • The challenge for brands today is to create meaning for people: beyond categories, goods, services and beyond the brand by delivering cultural value.
  • Lush created cultural value for its audience by contributing to and pushing the boundaries of a cultural conversation they care deeply about.
  • In order to succeed brands must learn to enable and facilitate, to embrace aspects of wider culture that resonate most with their audience and chime with their own brand values...

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