What does it look like to win at culture? Here are a few examples including lululemon, Barefoot Wine and Duck Brand duct tape (yep, duct tape).

1. BRANDS WINNING AT CULTURE
MAY 29, 2012
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2. 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.

3. 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
Projectalongsidethe SurfriderFoundation 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
Wineryand in 2007 they were considered the fastest
growing wine among the top 5 brands by Information
Resources Incorporated.

4. 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.