What is cultural marketing?
Chris: We're doing quite a lot of branding work for a few companies at the minute, and we've done a lot of research, and I've watched about a million hours of YouTube videos. Simon Sinek - look him up.
Matt: Yeah, check that one out, because it's key to what we're talking about. The Simon Sinek Golden Circle (which we've mentioned previously). It's led us down this road, doing lots of research, we feel very informed at the moment. So we wanna try and share some of that value with you. I've made up the phrase 'cultural marketing' - I don't know if it exists.
Chris: Sounds good though.
Matt: Sounds great, doesn't it? But it came out of a conversation we were having with one of our clients that we were doing some branding for. What do we mean by it, for a start? Well, I think it's important to watch that Simon Sinek video so you can understand where we're coming from. It's really about trying to identify that 'why' message - why you do what you do. What do you believe in?
Chris: His video suggests that people buy why you do something rather than buy what you do. So people really buy into a company's ethics and what's behind the brand.
Matt: So let's make up a business. Painter and decorator, for instance. What might they believe? They might believe that they want everyone's home to be a beautiful space that you can live in. They want calm, friendly environments that the family can enjoy, and be serene and happy in. And if he communicates that message, that that's what he cares about, then maybe he will connect with people and they will buy from him. Just a quick, off-the-top-of-my-head example.
Chris: That's good, because if you're looking to buy services from a painter and decorator, you want to know that they're going to clean up after themselves, that they're really proud of their work, they're gonna do the finishing detail really well, and you can get that across just by that simple 'why' message. Rather than just going to the Yellow Pages where every person is just the same painter and decorator - they're all identical.