The Noetic Future of Culture and Brands

Forget woo-woo renaissance or digital fatigue. We're witnessing a recalibration of how humans navigate complexity. After drowning in data and still making spectacularly bad collective decisions, we've rediscovered that intuition deserves more than tokenistic respect.

If media and machines have fused into one great engine of scale, what stands opposite it? Man’s search for meaning . But in an age of accelerating extremes, even meaning must market itself to remain relevant. We like to think it waits patiently in our private lives — but I suspect that’s wishful thinking. Meaning too must earn its keep.6

Whether you... See more

As more and more of us sit with the question of what sits beyond intelligence as our true human premium, it seems that we’re doubling down on that ineffable quality that, as of yet, lies beyond the grasp of the machine: intuition.

It’s an entrance into a new era — a noetic era — coined and elaborated upon by Concept Bureau’s Zach Lamb, a brand stra... See more

Something sinister happened over the past algorithmically driven decade: brands took a sharp turn toward efficiency and benefits mindshare, often focusing on a laundry list of functional and emotional whoop-de-doos.

It’s this paint-inside-the-lines mentality that stokes irrelevancy and meaninglessness. And the whole point of a brand is to create an ... See more