Much in branding has been written about corporate culture. Most believe it to be a good thing. I would respectfully disagree.
A company does not need a culture. In fact, it can be a detriment and lead to group think. Every organization needs outliers, obstructionists and contrarians; otherwise, it can become stale, even boring. Change is good and an overbearing culture may resist change. It may even keep good employees away. That said, what mustn’t be diluted are business objectives. And the brand strategy designed to meet those objectives. Of course, brand strategy (the organizing principle for product, experience and messaging) can change if the product or market changes, but it has been my observation that done right brand strategy can live on for decades.
As for corporate culture, it’s overrated. Our great country was built upon diversity: of thought, religion, culture and political background. Culture cannot be prescribed. It can and should grow organically and change. It must remain fluid. Don’t color by numbers.