Eventual Adoption, Reflects Influence Adoption Relationship Culture Identity

He did, however win three Grammys for his gospel albums. He reminds us that sometimes our greatest successes can be derived from the skills and areas about which we are most passionate, investing in our greatest strengths and evolving without straying too far from our core competencies. Though a Grammy for rock and roll eluded him, he was included in the first group honored by induction to the Rock and Roll Hall of Fame, in 1986.

Achieving Cultural Adoption Marketers salivate at the prospect of achieving levels of brand recognition and fan loyalty approaching those achieved by Elvis. He is one of America’s most recognizable icons. Even after his death, the loyalty of his fans has been unwavering, with thousands flocking to Graceland each year to pay homage to the King. Though we may laugh at Elvis impersonators and the velvet portraits of Elvis sold at flea markets throughout the country, no one can deny that fans adopted him into their families and lifestyles, and America adopted him as part of its culture. Figure 2.1 diagrams the process Elvis and other legendary rock bands have used to make this type of long term connection with fans. Studying this process of acceptance by society reveals that a brand’s relevance to, representation of, and influence on culture are crucial to creating a long term relationship and to eventual adoption by society.

Culture refers to the values, ideas, artifacts, and symbols that help individuals communicate, interpret, and evaluate as members of society. It is the “blueprint” of human activity, determining the coordinates of social action and productive activity and reflecting influences from factors such as ethnicity, race, religion, and national or regional BRAND Figure 2.1 Culturally Relevant Brands Relevant Reflects Influence ADOPTION Relationship CULTURE identity. As these elements change within a society, so too does the culture change. And when changes occur in a culture, branding opportunities emerge-just as the chance emerges for a band to carve out its own space in people’s life soundtracks.