There are two ways to hack culture. First is to root a brand in a subculture or a niche. Second is capturing the zeitgeist, or kuuki wo yomu, a Japanese word used to depict reading the atmosphere.

Direct-to-consumer model can only work if companies know who their customers are. Granular customer segmentation allows precision targeting, leads to better retention, and higher-value customer acquisition. Best approach here is to go beyond demographic and psychographic, and build taste profiles, like Netflix and TikTok do. Then, we will know whic

four ways to detect and successfully capitalize on the mood in culture: contradictions, coincidences, inversions, and oddities in the culture; society; business; and consumer behavior.

Cultural, social, and environmental capital rises and falls in value daily. As our values rearrange themselves, so does the business of aspiration.

Investing to make the each customer experience touchpoint rewarding in itself through small perks and attentive care is more motivating and creates greater brand affinity than just getting points. A pure behavioral economics is behind it: consumers prefer many small repeated gains and many incremental rewards instead of big infrequent ones. They’d

Every brand should start thinking like a B Corp.

The first one is for a brand to find a subculture or a niche and grow from there. This is the strategy employed by outdoor activewear brand Patagonia.

Glossier’s value is not in the sheer scale of its user base, but rather in the interactions within it.

Originally created by companies to give selling a face and a human emotion, brands are getting killed by their own customers. People are increasingly more likely to build their own brand – and develop their own products, services, and experiences – than to endorse or be sponsored by someone else’s.