The media business has traditionally been built around content. There have been hints of culture driven commerce throughout the years in the NYT blue bag, the New Yorker tote bag, but most of these attempts teetered on the edge of membership and nowhere near the manufacturing of subcultures. We are seeing new media companies begin to work towards... See more

Cult brands” don’t happen by luck

Lululemon did not become a cult by accident.

Rhode pop-up lines did not come out of nowhere.

Those are more than just “good campaigns.” They are identity systems .

• Lululemon is not leggings, it’s a version of discipline and control that looks cute in public.


• Rhode is not skincare, it’s access to a clean, glossy,

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Story, narrative, entertainment, world-building, creative universes are all part the new brand management framework. All the world’s a stage. Ash NYC “invents” hotels that are “cinematic monuments.” Oysho, an Inditex brand, has something called “Oysho TV.” Red Bull and Telfar TV were there first. “We are very focused one creative storytelling... See more