The Library
Explore the books, breakdowns, tools, and theories that underpin Cultural Brand Strategy.
Key Readings
Foundational cultural & brand theory
Case Studies
Deep dives on campaigns & moments
Client Highlights
Our frameworks in action
Glossary
Language & definitions
Downloadables
Frameworks, checklists & PDFs
Talks
Watch & listen
Grant McCracken
Culturematic: How Reality TV, Ornaments, and Other Trends Reveal the Future of Consumerism
View BookMet Gala 2025: Dressed but Not Free
A five-part cultural analysis of the 2025 Met Gala.
Read AnalysisThe Rise of Rebellious Branding
Exploring how brands are harnessing counter-culture energy.
Read AnalysisThe PLT Rebrand: Aesthetic Upgrade
Deep dive on PrettyLittleThing’s visual transformation.
Read AnalysisBeyond the Black Squares: How Beauty…
An examination of the beauty industry’s Black Squares movement.
Read AnalysisClient & Campaign Highlights
Behind-the-scenes of how our frameworks work in action—explore all past projects here.
View Past ProjectsCultural Alignment
The strategic process of ensuring brand initiatives resonate authentically with community values, beliefs, and norms.
Soft Power
The ability to influence culture and behavior through attraction, persuasion, and storytelling rather than coercion.
Redistribution
Allocating resources, visibility, and opportunities from brands back to communities to address systemic inequities.
Intersectionality
A framework for understanding how overlapping social identities (race, gender, class, etc.) create unique experiences of advantage or disadvantage.
Contextual Integrity
Maintaining respect for cultural histories, norms, and settings when designing brand experiences to avoid missteps and appropriation.
Performance vs Presence
Distinguishing between superficial, one-off gestures (“performative”) and genuine, sustained brand commitment to cultural causes (“presence”).
Cultural Brand Strategy Toolkit
(Brands, Marketers, Founders, Organisations, etc.)
⬇ Download Toolkit