0:35 Subcultures
What makes a
subculture?
subculture?
0:47 Subcultures
Build a subculture,
not just an audience
not just an audience
0:56 Subcultures
Connect your brand to
what customers feel
what customers feel
0:57 Subcultures
Brand archetypes
vs subcultures
vs subcultures
1:06 Subcultures
Psychographic personas
vs. subcultures
vs. subcultures
1:01 Subcultures
Find the subculture your audience belongs to
1:25 Subcultures
Build your brand
around a subculture
around a subculture
0:54 Subcultures
Who would care if your
brand disappeared?
brand disappeared?
0:40 Subcultures
Brand subcultures:
why it matters
why it matters
0:51 Subcultures
Every brand
needs an enemy
needs an enemy
1:04 Subcultures
Defining your audience
by who you’re against
by who you’re against
0:51 Subcultures
Define enemies to build a stronger worldview
0:26 Subcultures
Harley-Davidson: symbols that go beyond logos
0:50 Subcultures
CrossFit & Peloton: powerful fitness subcultures
0:43 Subcultures
Build a brand subculture with unshakable conviction
0:38 Subcultures
When brands cosplay:
the authenticity trap
the authenticity trap
1:11 Subcultures
Psychographics: when generalizations go too far