Why Tell the Story of Corporate Culture? Inspired by the Journey of Success and Happiness at LuxGroup
“To transmit a culture, one must tell its stories.”
– Dr. Pham Ha, Chairman & CEO of LuxGroup
In today’s marketing landscape, a brand is no longer defined solely by its logo, products, or services. A truly memorable brand is the sum of its values, emotions, and – perhaps most importantly – its corporate culture. Culture is the soul of a brand, shaping how it communicates, connects, and resonates in the hearts and minds of its customers.
Just as we often associate a country with the spirit of its people, so too do we identify a brand through the culture embodied by the people who build and live it every day.
When Short-Term Thinking Dominates, Culture Gets Left Behind
In Vietnam, many companies still prioritize marketing for quick sales rather than building sustainable brand equity. When short-term revenue targets take precedence, culture the source of long-term differentiation and identity – is often neglected or forgotten.
Many leading brands define themselves with slogans like “#1 Market Share” or “Top Sales in Vietnam.” While this may serve commercial goals, it lacks emotional depth. In an era where competition is fierce and consumers are more informed and emotionally driven than ever, brands need symbolic positioning – something that moves people beyond transactions.
Corporate culture is that symbolic core. It’s the mirror of a brand’s identity and the compass guiding its longevity.
Corporate Culture: The Root of Brand Power
Corporate culture is the collective expression of a company’s beliefs, values, behaviors, and internal code of conduct. It lives consistently across the organization – from leadership to front-line staff – and helps a brand to:
- Be clearly recognized through emotional and sensory perception
- Navigate long-term strategy with an internal compass
- Build a sustainable ecosystem that balances people, community, and market growth
LuxGroup: The Vietnamese Noble Spirit in Business and the Pursuit of Happiness
LuxGroup stands as a leading example in Vietnam of how corporate culture can be cultivated as an intangible yet lasting asset. Guided by the philosophy “Do good business to bring happiness,” Dr. Pham Ha and his founding team have not only created premium travel brands like Lux Travel DMC, Emperor Cruises, Heritage Cruises, and Amiral Cruises, but also nurtured a culture rooted in Vietnamese nobility—kindness, sophistication, and responsibility to heritage and community.
This culture is reflected in:
- A sustainable, long-term vision centered on people
- Consistent staff behavior aligned with the brand’s core values
- Artful storytelling through history, culture, and deeply personal customer experiences
On every LuxGroup cruise or curated journey, guests don’t just “travel” – they feel. They hear stories about Emperor Bao Dai, admire paintings by Pham Luc displayed in the lounge, or meet fishermen in Halong Bay who received support after storm Yagi. These seemingly small moments create big emotions, forging deep connections and customer loyalty that no marketing campaign could replicate.
Why Tell the Story of Culture?
Why should companies invest in telling their cultural story?
- Because powerful stories foster emotional connections with customers and partners
- Because authenticity builds trust and enhances brand credibility
- Because culture creates differentiation in a crowded market
- Because brand value lies not just in products, but in how people feel about them
To tell your cultural story effectively, you must first understand:
- What are your brand’s core values?
- What is the brand’s mission and vision for the future?
- Are your people truly living the culture you claim to represent?
From Brand to Emotion: Tell Stories That Endure
Corporate storytelling isn’t about flashy campaigns or temporary buzz. It’s about crafting narratives that live on in the hearts of your audience.
When a client says, “I love working with that company because they’re sincere,” or “They have a really respectful and cultured way of doing business,” – you know your brand has succeeded. Not in numbers, but in perception, trust, and legacy.
At LuxGroup, success isn’t measured by how many tours are sold, but by how many smiles are kept. Every journey is not just a travel experience – it’s a shared moment of joy, meaning, and belonging, for both customers and employees alike.
In the End: Culture Is the Source of a Happy Brand
Corporate culture is not a slogan framed on the wall. It is the way people behave every day. It is the right decision made in difficult times. It is the ability to tell authentic stories that touch the soul.
And just like LuxGroup has shown, success and happiness always begin with the right choices – guided by a culture that’s worth sharing, living, and telling.
