Culture over clicks
In the economy overwhelmed with products and saturated by content, cultural status – not scale or media spend – is the true engine of brand growth. This shift asks brands to sell identity not through mass market signifiers (logo, taglines, campaigns) but to slowly build cultural capital through story, heritage, taste, and creative fluency.
In this approach, the Creative Class is both a cultural vanguard and a business growth vector. Designers, curators, critics, observers, creators … all operate on different status cues: taste, remix, discernment, membership, knowledge, cultural literacy. They are amplifiers and interpreters of culture, shaping how ideas, products, content, and aesthetics spread. Getting them interested is a matter of strategy.
What’s a Creative Director for, Anyway?
Welcome to the Sociology of Business. For those new here, in my last analysis, Storytelling Primer, I explored how to combine brand, business, culture and heritage in a coherent content strategy. You can subscribe below, find my book The Business of Aspiration
Creative money aesthetics
Welcome to the Sociology of Business. For those new here, in my last analysis, Holistic brand management is the new marketing, I explored importance of dismantling corporate silos. Find my book The Business of Aspiration on Amazon and find me on Instagram
How to sell to the Creative Class
Welcome to the Sociology of Business. In my last analysis, Culture GPT, I analyzed why it’s critical for a brand to connect with culture. Buy my book The Business of Aspiration and find me on Instagram, Twitter, and Threads. With one of the paid subscription options, join
The Creative Economy
Welcome to the Sociology of Business. In my last analysis, How to sell to the Creative Class, I detailed implementation of audience-driven growth through the four Creative Class segments. Buy my book The Business of Aspiration and find me on Instagram
New rules of brand marketing
Welcome to the Sociology of Business. In my last analysis, The menswear playbook, I outlined the strategy of launching and managing a menswear line. Buy my book The Business of Aspiration and find me on Instagram, Twitter, and Threads. With one of the paid subscription options, join
The glory of storytelling
Welcome to the Sociology of Business. In my last analysis, Ralph’s Dream, I explored why a brand universe is a killer business model. Buy my book The Business of Aspiration and find me on Instagram, Twitter, and Threads.The Sociology of Business is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid…