Cultural Strategy
Keely Adler and
Cultural Strategy
Keely Adler and
Derek Thompson • 9 highlights
amazon.com
what would it mean for brands to stop pointing to culture, and to start being it? To do so, they would have to go far beyond marketing, to offer meaningful modes of participation. Is it even possible for companies to be in service of something greater than themselves?



The gold standard for corporate cultural participation was Red Bull Music Academy, a branded cultural institution which over two decades became a legitimately respected music and arts organization. But it’s difficult to find a single other example that lives up to RBMA.
Any given culture generally moves between 4 stages: Entrenchment, Tension, Exploration and Transformation
Companies like Crossfit and Soulcycle create a sense of consistent space and ritual that inculcate deep loyalty and community among their participants. Reimagine, an organization that describes itself as “the world’s leading end-of-life events platform,” hosts paid gatherings and festivals related to death and healing. Casper ter Kuille and Angie
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