For strategists building iconic brands.

If strategy is prep work for design, then the brand brief is one final act of refinement. It’s a portable representation of all a brand’s hopes and dreams. Sharp enough to act upon, ambiguous enough to account for future growth. For cultural brands, the brief also includes hooks to the zeitgeist.

The true test of a strategist is what comes of their frameworks. Strategy is alchemy. It’s the practice of mixing culture and insights to bring wonder to life within existing containers. Take your business and its vision and breathe life into it. Whatever that even means.

An iconic brand does not magically appear. It is developed carefully, at the outset, by aligning bigger picture business objectives with the shared cultural values of its target audience. To reach icon status you define why it all even matters to begin with. So what?

Where culture and consumerism are intertwined, brands play an important role in reshaping our future. How to use brand strategy to create brands that spark a renaissance of cultural creativity.