Instagram is the first frame of reference for growing market awareness with lower overhead $$. Starting there, then thinking about prioritizing craftsmanship.

All of my research and frameworks amount to this North Star. Exploring the vocabulary of duality within my practice. For starters.

Exploring the impact of merchandising on storytelling and brand positioning.

Looking to the DNA of fashion editors to connect taste-making to the concept of curation.

A lot has been said on this platform about cultural brand strategy anchored in world building. Consider Baby Phat a case study. In the mid-2000s, Kimora Lee Simmons used high fashion nuance to build Baby Phat into a cultural entity.

Taste is a social activity that drives cultural capital. Notes on taste communities and brand strategy.

With an ear for hits, Berry Gordy built Motown into an iconic record company. It’s another good example of a flywheel. For music artists and strategists alike.

Flywheel as another word for ecosystem. The purpose of this post is to officially enter this model into the record, using Goop to illustrate.