Branding as Cultural Activism

Turning culture and history into money is the jurisdiction of cultural planning. Outside the profession, few people have heard of it. Perhaps that is because people find it off-putting to think that something as creative and intimate as “culture” could, in any way, be planned. It feels like a rude oxymoron. And yet the City Authentic, ironically, o

At the moment, radical individualism is out, social connection is in. Brand focus is not on the end customer, but on the communities they belong to. Just as personas made individual consumers visible, the new brand methodology makes visible consumer communities and their co-dependencies and influences.