332: Linda Ong and Sarah Unger on the Importance of Culture

Tom and Joe are joined by Linda Ong and Sarah Unger, the founders of the cultural analysis firm Cultique, to explore the work they recently did with Cirque du Soleil, which was profiled in the New York Times. The two share how they define culture and what they try to do differently to help their clients build their brands. They share the importance of going beyond traditional demographic research to find commonalities between groups of people and the mistakes brands can make when they try to connect with their customers. The CUSP Show is a production by the faculty of Sports Management at Columbia University. You can get in touch with the program on Twitter @CU_SPS_Sports. The CUSP Show is hosted by Joe Favorito (@Joefav) and Tom Richardson (@ConvergenceTR). The show is produced by Matt Hornick ‘23 (@MNHornick), LJ Holmgren (@LJ_Holmgren), and Danny Hagenlocher (@DhColumbiaSPS), with Pablo Aycart ‘24 (@pablo_aycart) and Hernan Gonzalez Ramirez ‘24 (@hdgonzalezr28)​​ managing social media efforts.Links:NYT Article: https://www.nytimes.com/2023/07/21/business/gen-z-cirque-du-soleil.htmlCultique’s LinkedIn: https://www.linkedin.com/company/cultique/Culture Newsletter: https://cultique.substack.com/Tickets for the Columbia Sports Management Conference: https://lnkd.in/dHvkkTrp This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thecuspshow.substack.com