In 2024, it’s easy to forget that iconic brands—those that win by riding cultural waves and becoming deeply associated with new cultural aspirations—must look to cultural idea markets first. A cultural idea market comes from the collective consciousness; it’s an aspiration or belief that a culture can unite around and become excited about.

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Brand Universes encourage the contribution of consumers partaking in the telling of the brand’s next chapter. Unlike traditional brand building, a Brand Universe doesn’t dictate. While a Brand Universe can’t be strictly controlled by the brand itself, it can manage how it shows up, and monitor how it’s perceived by its audience in real time. Consum... See more

The networked, fast-paced culture of the 21st century needs companies that can take complex subjects and turn them into cogent, compelling, and inspiring human narratives.