What Role Does Culture Play in Brand Building?

The role culture plays in building a sound brand strategy is more important than ever. Think beyond demo and psychographic insights. While those elements still play an important role, savvy brand builders are layering in the measurable impact consumer’s culture has on what brands they support. Communicating effectively with the New Heartland culture doesn’t require a change in the message. However, it may require a change in the channels used and way it’s delivered.