Culture Is the Client

The Lifestyle era was not about creating culture; it was about attaching brands onto existing cultural contexts. It was not about shaping people; it was about sorting consumer demographics into niche categories. The new order we are entering into reverses this. For some organizations, culture has become the product itself, and products have become

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- "Rather than applying the traditional object oriented approach of wrapping a consumer around a product; instead by identifying every opportunity to establish a brand as a cultural institution (that serves the public in it’s operation), the brand consistently fortifies an ethical and moral foundation from which to exist."

Collaborating with a community through Cognition and Co-Creation, but without Co-Economics, isn’t enough. The promise of free exposure is not enough either.

From insight to ideation to execution, how much of the budget and future revenue is going to make its way to the people who lead and produce the specific culture that is being tapped into vs goi... See more