Cultural Legitimacy

Brands seeking to execute a cultural branding strategy would do well to begin measuring their performance by an entirely new marketing metric - Cultural Legitimacy. What is "cultural legitimacy"?

A brand gets cultural legitimacy depending on whether it has street credibility within the world it wants to hang its shingle. Within the globalizing culture there are many worlds, and you have to figure out which one you serve. But whatever world you're in, you have to understand that it is changing as it interacts with the visitors from the worlds that surround it.

In order to operate a successful business, you've got to understand the rules and customs of your particular world, but you always have to be watching to see what's going on in the other worlds around you.