There is nothing more powerful than the culture of a business for establishing an emotional connection with the customer. It is more powerful than a reputation for dominance and innovation, and it is more powerful than the allure of short-term financial gain. These are the most telling facts that we discovered when reaching out to 500 top decision makers.
Too often, company culture is discussed but not properly nurtured and elevated. Why? Because creating a successful culture is one of the most difficult tasks a company can undertake. However, the solution is often closer than it might seem — as our new report, in collaboration with the FORTUNE Knowledge Group, reveals.
In the age of transparency, where anyone can find out anything about any company, it’s up to businesses to safeguard their cultures. It’s not easy. There is nothing harder than culture building because it needs to be authentic and it needs to be focused. However, authenticity can be achieved by getting back to the foundations — by rebuilding from the purity of the idea that started it all.
It’s worth it. People vastly underestimate the external value of culture. They tend to focus on the internal benefits — the ability to keep people and improve performance. But culture has huge external benefits. So much so that the vast majority of respondents in our new survey say that culture is the key factor not only in deciding whom to do business with, but also how long the relationship will last.
As builders of cultures, our own included, we know that businesses that apply an inside-out approach to marketing are the businesses that are winning. This report offers tangible evidence and proof of this fact.
To read our new research study, “Beyond the Brand: Why Business Decision Makers Buy Into Strong Cultures,” visit gyro.com/beyondthebrand.
Christoph Becker – gyro ceo+cco
Christoph Becker has spent more than 25 years building brands and creative cultures around the globe. As the chief executive officer and chief creative officer at gyro, he has revolutionized the creative strategy of the agency’s 15 global hubs across all disciplines. He has clearly shaped and defined gyro’s mission to create ideas that are humanly relevant.
Within three years, the global ideas shop has attracted top talent, top clients, and industry accolades.
Before joining gyro, Becker spent eight years as chairman and chief creative officer of FCB New York and then DraftFCB New York. Under his watch, that advertising agency secured such high-profile accounts as Diet Coke, Motorola, MetLife, Gerber, and U.S. Census 2010.
Becker sits on the board of directors of the International Rescue Committee, a nonprofit organization that provides global humanitarian aid.