Brand intelligence across sport, luxury & technology

When Systems Beat Storytelling

The shift from message to system — and why most brands haven’t caught up. Across fashion, music, tech and sport, what matters most is rarely the product itself. It’s the structure around it. Cultural infrastructure is the set of structures, tools, rituals, spaces and distribution channels that organise participation.

Sports IPs are eating their own

The intersection of sport and culture is now the starting line, not the insight. The real question is how far clubs can stretch their identities before they weaken the belonging that made them global in the first place. When the Badge Stops Feeling Sacred There was a time when a