Design Cultures Not Brands
A few weeks ago, I attended a Wu-Tang and Nas concert. Admittedly, getting old sucks, but at least knowing that we had the best music era provides comfort. I took pride in belonging to the early Hip-Hop culture and being at its center in NYC gave me a sense of pride. I felt like I belonged with this group of people on stage because we shared the same passion for the Hip-Hop culture. Even being in a foreign country gave me a sense of community and comfort.
Both Nas and Wu are brands. Any way you slice it, it is a business. They have income, they pay taxes, they sell merchandise, services, and do marketing. They have buyers, affiliates, customers, and fans. But more importantly, they are in the business of culture.
Cultural relevance and alignment play a significant role in the success and longevity of a business, brand, service, or person. In 2023, having a good product or service is not nearly enough. Good customer service helps, but it is still not enough. Having a strong marketing team is great, but it is not enough. You need alignment.
Alignment in values is what ultimately helps a person choose your brand over your competitor. In the vast sea of competition and choices for the buyer, unlike ever before, the preference hardly ever falls on the price or convenience. A quick internet search can almost always deliver something cheaper and faster to your door. It is no longer the deciding purchasing power. Alignment is.
Make someone feel like they belong there. Make someone feel that you care about the same issues and things that they do. Make them feel that the money they are about to spend will stay "in the family"!
People were lining up to buy Wu merchandise at that concert. It was their way to show alliance. It was their way to say thank you to the artists for including them in their cool culture club. It was a way to signal outsiders that they belonged somewhere.
At this very moment, as I am writing this, I am standing at the doorstep of a new product launch. My product team is pulling me and asking me about sign-up features, and my marketing team is trying to push the unique value proposition. While all of these are undeniably important, my goal is to grow a community and cultural significance more than the product itself.
Our ultimate goal, as the goal of many new companies should be, is to build bridges between people, creating a space where like-minded folks can be themselves freely without the judgment or ridicule of outsiders.
A place that can be yours. Where you can be yourself. Like home.
