Cultural Activists

Here's an excerpt from How Brands Become Icons (yet another post about this book!), some Monday morning thoughts on what strategically intelligent branding might be look like:

For brand owners that seek to build iconic brands, the challenge is to develop a cultural activist organization: a company organized around developing identity myths that address emerging cultural contradictions in society; a company organized to collaborate with creative partners to perform myths that have the charisma and authenticity necessary to attract followers; a company that is organized to understand society and culture, not just consumers; and a company that is staffed with managers who have ability and training in these areas.

How many agencies are "culturally equipped" for the task? 

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