Cultural Branding : The way to go

Marketing managers seek to keep their brands fresh and relevant, by trying out the latest trends and fads like the online and major media advertising with new imagery,new slogans and taglines,. new product packaging— and above all trying to attach themselves to the latest pop-cult phenomena, hot colors, and new vibes.
But can these cosmetic changes can result in the ‘value’ of the brand, or can these changes alone can result in the increase patronage of a brand. The answer to these questions is a big No.

Jumping on the latest trends can have the opposite effect, Brands cannot and should not be all things to all people. Nor they should change themselves constantly going after whatever is trendy at the expense of consistently ( a classic example can be the Burger King Advertisement campaigns ) . But instead the brands should always reinforce their core values and assets.Brands should have the ring of authenticity and conviction. They should possess and express the following:
· A reason for being
· A definitive point of view
· A system of beliefs
· Clearly defined values and assets
Therefore there has to be complete alignment at every touch point so that the brand is consistently and faithfully portrayed to employees, business partners, stakeholders, and customers ( the Triangle should be balanced )
Keeping these in mind can we think of some ways in which a more closer and emotional connects can be made between a consumer and its brand. I think Cultural anthropology can play an important role in developing consumer connections by taking marketing to a more meaningful, and at a more human level.
Tying core brand essences to deeply held cultural meaning gives consumers "reason to believe" in them. By being firmly grounded in cultural values that really matter to the customer, brands can transcend competitors to become not only category leaders, but icons.
These brands can become a way of projecting their own identity by the help of these brands for example , Harleys Davidson , the bike owner displays his identity with the help of his bike.These therefore become a way for consumers to affirm who they and allow them to project their identity to the world.

It is still true that consumers choose products based on price, quality, and cachet. Yet to a considerable degree brands with deeply significant cultural meaning override these aspects of marketing. For example, Apple, the brand, has an iconic presence among consumer-product brands and a cult-like following. So do brands like Harley Davidson, Coca Cola, Nike, Starbucks, The NFL, NASCAR and Whole Foods.
None of these brands appeals to everyone, but among the consumers they do appeal to they enjoy a devoted, and even fanatical, following. We can also point out that whether consumers are devotees of these brands or not, very few consumers the world over do not recognize their brand marks or fail to understand the essence of these brands' core values.
The evangelism inspired by these brands has everything to do with their meaning and an integrated lifestyle fit among their devotees. When these brands are marketed, and their products and services packaged, their core values are leveraged in a consistent, targeted manner that does not respond to every trend or fad. Otherwise, a dilution would occur with the very audience for whom they are viable and relevant.