Social mores are not rules, but undefined social codes of conduct that a culture lives by. They are things the government can’t punish you for, but the people who belong to various cultural groups can.
It could be picking your nose at your family’s get-togethers, or going the wrong way on an escalator in Macy’s.
Social mores are prevalent in strong brand cultures. Imagine if a new Apple executive owned a Blackberry, or an employee at Tom’s shoes wore Nike’s. How long do you think they
would last?
From a follower standpoint: What if a Honda rider wore a Harley jacket, or a fan wore a tie-dye Grateful Dead shirt to a
Jay-Z show?
The stronger the brand culture, the more social punishment you receive for breaking the group’s social mores…and the group’s social mores are set by the depth of the leadership’s conviction of their values.
Weak conviction = weak culture.
