clock menu more-arrow no yes

Filed under:

Puma and Culture Rippling: How To Build Brand Identity in 2010

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

In our day and age of instant-gratification touch-and-go quick-snaps media, "Culture Rippling" has become one of the most effective ways of building a brand's longevity. It's a fascinating trend—brands including Nike, Apple, Puma, and Method practice Culture Rippling by developing and tapping into their consumer bases' lifestyles.

Cultural utility leads to products and communications that are more authentic, foster more passionate audiences, and leads to quicker adoption and deeper relevance with audiences, which ultimately sustains and drives future business results. Moreover, thanks to technology, people also have the freedom to add their thoughts and inputs, thus creating a continuous viral feedback wave that spreads through digital and analogue networks.
Check out a piece of Puma's "Legends of Unity" campaign (above).
· Culture Rippling: Building sustainable relationships with consumers [Contagious]