Why more brands need to start 'after parties' 🪩

But the mindset is changing: less presence for presence’s sake, 𝗺𝗼𝗿𝗲 𝗶𝗻𝘁𝗲𝗻𝘁𝗶𝗼𝗻 behind where, how and why we show up.

This change poses a design challenge:

🐚 How do we build 𝘂𝗻𝗯𝗿𝗼𝗮𝗱𝗰𝗮𝘀𝘁𝗮𝗯𝗹𝗲 experiences?

🐚 How do we measure their impact?

🐚 How can brands create cultural spaces that don’t beg for attention, but earn it by be... See more

BRANDS INVITE THE RECOGNITION THAT GREAT THINGS ARE USUALLY NOT DONE BY INDIVIDUALS ACTING IN HEROIC ISOLATION. AT SOME POINT EVERY GOOD IDEA, EVERY IMPORTANT INSIGHT, SHOULD GO THROUGH THE PROCESS OF BECOMING A BRAND. BECAUSE THIS JUST MEANS IT WOULD WIDEN ITS POWER IN THE WORLD AND OTHER PEOPLE CAN JOIN IN. THE WORLD IS IN GREAT NEED OF BETTER BR

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Often, the most powerful brands don't just ride culture—they subvert it. In both bold and nuanced ways, they challenge the unconscious assumptions shaping aspiration, value, and taste, offering new scripts for the future.

This article explores the Hidden Formula behind that kind of resonance: an invisible set of forces and a strategic framework for ... See more