B 2 C

B 2 B

Estera Kaszen

Managing & New Business Director 

👋 Hi. We are SCREENS,
the digital video 
marketing agency

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Here you will learn:

• What are essential blocks of establishing new brand: ideology, myth, culture codes, also archetype, and how to arrange them

• Get introduction with familiar cases of Apple and Nike

• We will dive deep with great example of culture strategy implemented by Starbucks

In the Digital Age we are in, whole media and information space is fragmented, fluid, hard to grasp or simply very unclear. That's why being clear is of super high importance. When you try to establish a brand, being clear is... everything. And as we will dive deep into the brand construct, it becomes obvious that constructing a clear, highly mentally available (so memorable too) brand is not an easy task, but those who accomplish this task, win big.

Now, for a short warm-up.

Is this a cultural strategy of the Starbucks brand?

“The coolest premium "third place" (after home and work) where you feel instantly more premium paying an affordable price for that experience.”

Sounds very well thought of and seductive but it is only part of the game.

Actually “playing on the ideological ground of "artisanal cosmopolitanism" with very well planned delivery of "affordable premium" myth via precise usage of a variety of culture codes ” is the cultural strategy of Starbucks. 
 

Sounds complicated? It is, but it is also the place where brands win or lose a lot. Furthermore the extremely important concept of mental availability of a brand in context is also at play here. 
 

So how cultural strategy and mental availability relate to each other?

Brands invest a lot in being instantly mentally available in some context: for example in dark Irish bars, Guinness would be the brand with super fast association. When a brand chooses to build on let’s say “french contemporary premium leisure” cultural strategy, then it should invest money to be instantly mentally available in such contexts: when I want to feel this french leisure, then let’s say polish brand - Bistro Charlotte (wonderfully build on french strategy) comes to my mind. 

This is at play also in coffee and snacks industry, as in many others.
 

The primary focus of cultural strategy is to identify key trends in consumer ideologies and myths, and then utilize these trends to create new brand identities.

Instead of relying on individual consumer psychological needs, it is better to base brand building efforts on broader cultural trends. Once key trends have been identified and new brand identities have been crafted, the next step is to implement these new identities with some vehicles to deliver this: effective tool is through advertising, interior design, retail experiences, in categories such as clothing and automobiles, the product form is the main carrier of the brand identity.

Cultural strategy operates on the symbolic level of a brand. Park et al. (1986) suggest that new brands offer three types of benefits: functional, symbolic, and experiential. Functional benefits are based on new technologies and provide new capabilities, symbolic benefits satisfy consumer needs for self-expression and identity construction (such as wearing a Rolex watch to feel successful), and experiential benefits refer to sensory stimulation (such as the new car smell).

Brands are not just products or services, they are also cultural symbols that can hold great meaning and value for consumers.

Successful brands understand the power of ideologies and myths in shaping cultural narratives, and use them strategically in their branding and marketing efforts.

An ideology is a set of beliefs, values, and principles that shape a particular worldview. Brands can use ideologies in their cultural strategies by aligning themselves with particular values or causes that resonate with their target audience. For example, a brand might align itself with environmentalism or social justice, in order to appeal to consumers who prioritize those values.

Myths, on the other hand, are stories or narratives that convey deeper meanings and cultural values. Brands can use myths in their cultural strategies by creating their own origin stories, or by tapping into existing myths and archetypes. 

Nike has long aligned itself with the ideology of "just do it," promoting a message of personal empowerment and self-expression. This is just one example of a brand that has used ideologies and myths in its cultural strategy.

Timeless thought 
meets day-to-day reality

When brand myth of "overcoming personal weaknesses with internal strength" becomes reflected in customers Unique Usage Moment.

It is worth mentioning that "Just do it" in more specific sense is a brand idea that sticks to consumers lowered motivation to exercise. This ideology has helped Nike establish itself as a cultural icon. Nike has also tapped into myths and archetypes in its branding efforts. 

Ideology, myth, culture code and... archetype.

Apple has tapped into myths and archetypes in its branding efforts. For example, the iconic "Think Different" campaign, which featured images of iconic figures such as Albert Einstein and Mahatma Gandhi, positioned Apple as a champion of creativity and innovation, and tapped into the archetype of the rebel or the visionary.

The best brands use ideologies and myths in their cultural strategies to create deeper connections with their customers, and to establish themselves as cultural symbols that hold meaning and value. By aligning themselves with particular values or causes, and by tapping into myths and archetypes, brands can position themselves as they want in line with their business intent and market orientation, and create a lasting legacy that extends beyond their products and services.

A place where anyone can come and feel sophisticated and cultured

(image source: Starbucks)

Starbucks has long been known for their cosmopolitan artisanship ideology and accessible sophistication myth in their cultural strategy. These two concepts are deeply ingrained in the Starbucks brand.

The cosmopolitan artisanship ideology is all about the quality of the products and the craftsmanship that goes into creating them. Starbucks prides itself on using high-quality ingredients and carefully crafting each drink to perfection. This ideology is also reflected in the design of their stores, which are often designed to be warm and inviting, with comfortable seating and a relaxed atmosphere.

The accessible sophistication myth is all about making the Starbucks experience accessible to everyone. This myth implies that Starbucks is a place where anyone can come and feel sophisticated and cultured, regardless of their background or income level. This is reflected in the price point of their drinks, which are often more expensive than other coffee shops, but still affordable enough for many people to enjoy on a regular basis.

These two concepts work together to create a cultural strategy that is focused on creating a unique and high-quality coffee experience that is accessible to everyone. Starbucks has built a loyal customer base by consistently delivering on this promise and by constantly innovating and introducing new products and experiences to their customers.

Starbucks has utilized various cultural codes in the context of their cosmopolitan artisan ideology, some of which include:
 

• Quality and artisanal craftsmanship 
  Starbucks places a strong emphasis on quality and craftsmanship, which is reflected in the company's use of high-quality ingredients and its commitment to the art and science of coffee roasting. This cultural code is also reflected in the design of Starbucks stores, which often feature artisanal touches like hand-painted murals and carefully crafted woodwork.

• Environmental Stewardship 
  Starbucks has a strong cultural code around environmental stewardship, which is reflected in the company's commitment to sustainable sourcing and reducing waste. Starbucks has set a goal to make its cups recyclable or compostable by 2022 and has implemented a number of initiatives to reduce its environmental impact, such as using renewable energy sources and implementing water conservation measures.

• Embrace Diversity 
  One of Starbucks' cultural codes is to embrace diversity. This code is reflected in the company's commitment to creating an inclusive and welcoming environment for all customers and employees. Starbucks has taken a number of steps to promote diversity, including offering health benefits to same-sex couples and providing training to employees on unconscious bias.

• Create a Sense of Community 
  Another cultural code that Starbucks emphasizes is the importance of creating a sense of community. This is reflected in the company's store design, which often includes comfortable seating areas and a relaxed atmosphere that encourages customers to stay and socialize. Starbucks also supports local communities through initiatives like the Community Service Program, which encourages employees to volunteer in their communities.
   

More examples of how Starbucks has used cultural codes in their culture strategy:

• Global Cultural References 
  Starbucks has incorporated global cultural references, including music, art, and literature from different countries and regions, into their store designs and products.
   

• Localized Store Designs
  The company has designed their stores to reflect the local culture and heritage of the area, with unique architectural styles and artwork.

• Sustainable and Ethical Sourcing
  Starbucks has emphasized ethical and sustainable sourcing of their coffee beans, and has developed partnerships with small-scale farmers in different regions around the world.

• Inclusive Environment 
  Starbucks has created an inclusive environment that values diversity and embraces different cultures, through their hiring practices, employee training, and community engagement.

• Digital Technology 
  As ideology of artisanal cosmopolitanism involves global openness, here comes the importance of using technology as a tool for democratization and inclusiveness tool. Starbucks has utilized digital technology to create a more personalized and engaging customer experience, including mobile ordering, digital rewards, and social media marketing.

• Slightly elitist language 
  The company has incorporated different languages into their store designs and product packaging, reflecting their commitment to global cultural diversity and inclusion.

• Social Responsibility 
  Starbucks has emphasized social responsibility and philanthropy, through their various community engagement initiatives and partnerships with non-profit organizations.
   

• In the context of their cosmopolitan artisan brand ideology, the Starbucks mermaid symbol also represents the company's commitment to cultural diversity and global citizenship. The mermaid is a universal symbol that transcends cultural boundaries and represents a connection to the world beyond one's immediate surroundings. As a trend of mermaid core have emerged in 2023, Starbucks had tapped into that and used mermaid, glitter and other elements in their products collection being just in the perfect place right on this cultural wave using mermaid core codes. That's how temporary micro-trends can be interweaved into to broader brand narratives. 

Image source: the internet

Image source: the internet

Culture codes are an essential tool for executing the cultural strategy of brands.

They help to build a strong internal culture, communicate the brand's values to the outside world, guide decision-making, and create a competitive advantage.

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