As 'TikTok' outpaces Google for search the growth and free to access of online content has given consumers more power. 

No matter how much time or how many resources you plow into marketing, if your audience and customers don’t align with your key values, your success will be limited.

Company culture and brand are now merging and some experts already consider them to be synonymous. 

To put it another way, your branding and content marketing strategy can’t be separated from your company culture as a whole.

Employees who work in a trust-based company culture are 8x more likely to say they’re proud to share where they work, which helps to promote the company brand.

However, less than half of the employees surveyed for a global study say they have “a great deal of trust” in the company they work for. 

For brands to succeed in the new era of influencer marketing, where their advocates are their own employees rather than celebrities and social media personalities, it’s vital to build this culture of trust.

The definition of what we consider as “marketing” has changed, and today it's becoming broader. 

No longer is it just about branding and advertising, marketers must work together with other departments to focus on building great customer experiences and engaging customers for long-term relationships.

Employees who work in a trust-based company culture are 8x more likely to say they’re proud to share where they work, which helps to promote the company brand.

However, less than half of the employees surveyed for a global study say they have “a great deal of trust” in the company they work for. 

For brands to succeed in the new era of influencer marketing, where their advocates are their own employees rather than celebrities and social media personalities, it’s vital to build this culture of trust.

In summary you need to resist the urge to 'promote' the brand and obsess about culture because in today's socially savvy digital world your culture is there for everyone to evidence.