Following a phenomenological Expert Delphi Study of academics and practitioners, findings suggest that: a by-product of post-industrialism, Globalization, and Web2.0 is the value of investigating culture from an associated, rather than a disassociated state; cultural understanding and its application beyond simply defining and classifying has become the rate-determining step; and that national identity, whilst widely used, is not the most insightful unit. Furthermore, culture cannot be judged on a linear scale – it is dynamic, contextual, and perishable. For these reasons it is argued that when culture is measured, it should be viewed as something which is symbiotic and osmotic. The paper reports findings of field work done in decamping culture and branding with establishing their relationship and interdependence
