Transactional brands offer the right product at the right price at the right time. They launch ad campaigns that capture the audience’s attention. People pay a fair price, they are not particularly loyal, and the relationship is completely rational.
Brand culture is the culture that a company cultivates in order to powerfully, consistently and competitively deliver its brand to market.
Several weeks ago on Branding Strategy Insider, we discussed an emerging trend called frictionless retail.
“No one is less ready for tomorrow than the person who holds the most rigid beliefs about what tomorrow will contain.” ~ Watts Wacker
It’s all very well having a purpose and brand values, but how have you translated those into actionable principles that guide what you will do and won’t do as a brand?
