in the space between brands and consumers exists a complex web of personal, social, and cultural relationships, perceptions, meanings, actions, reactions, and interactions. Understanding that web and, more importantly, appreciating and celebrating it for its complexity and for your brand is absolutely key to cultivating authentic, dynamic relationships with consumers. so how do you do that? By nurturing a brand culture that is intensely critical, introspective, and research centric. Here are five ways to get that culture started.