Defining world building through the lens of an album rollout. Quick and dirty.

If strategy is prep work for design, then the brand brief is one final act of refinement. For cultural brands, the brief also includes hooks to the zeitgeist.

The start of my model for cultural brand strategy. Building a niche, self-sustaining ecosystem rooted in specialized craftsmanship.

Where brands look to create their own culture as part of larger world building strategies, online/offline rituals are the threads that anchor authenticity. Using sneakers to illustrate.

Branding as entertainment because the current media landscape brings with it new rules.