BRANDS WINNING AT CULTUREMAY 29, 2012

follow us @agentsilverfoxfollow Matt Day our CEO @agentday

HOW ARE THEY WINNING AT CULTURE? The brand behaves like a total fitness advocate. Sure, technically, their business is selling athletic wear. But in their minds, their business is to be a positive influence in the culture of fitness and provide inspiration to the local community.

EXAMPLE: lululemon’s local ambassador program deputizes unique individuals in local communities who embody the lululemon lifestyle and live their culture. The ambassador’s give feedback to the store, host events such as running clubs, and are an active and passionate part of the store and the community.

THE RESULT:Since its founding just 12 years ago, lululemon has grown to more than 140 stores, 2,800 employees and $450 Million in revenue – without the over-reliance on paid advertising to grow their business.

HOW ARE THEY WINNING AT CULTURE? The heart and soul of Barefoot Wine is their passion to make the world a better place through wine – and their actions speak much louder than their words. Over the years they’ve supported over 3,000 charities which has given them a platform to get Barefoot into the mouths of thirsty wine lovers.

EXAMPLE: In 2007, they created the Barefoot Wine Beach Rescue Project alongside the Surfrider Foundation with the goal of keeping the world’s beaches “barefoot friendly.”

Since then, they’ve held more than 75 cleanups., removing more than two tons of trash and hosted more than 2,000 volunteers. And what better way to celebrate a job well done for a good cause than toasting a glass of Barefoot Wine?

THE RESULT:Their approach has been so successful that in 2005 they were acquired by industry heavyweight E. & J. Gallo Winery and in 2007 they were considered the fastest growing wine among the top 5 brands by Information Resources Incorporated.

HOW ARE THEY WINNING AT CULTURE? A duct tape brand has managed to craft promotions and content that ignites conversation about Duck Brand duct tape.

EXAMPLE: “Stuck at the Prom” scholarship contest. Do I need to say more? OK. How about “Ducktivities” where you can learn, among other things, how to create roses or flip flops out of duct tape. Or the “Stick or Treat” contest where you can enter your duct tape pumpkin for a chance to win $1,000.

THE RESULT:Well, to be honest I really don’t know, but a promotion to encourage high school students to create their prom outfits out of duct tape is pretty rad.