Field Notes

Notes from the work.

Short, direct pieces on culture marketing, cultural relevance and how we work with communities, written from inside real projects, not from a content calendar.

Field Notes / 01What Is Culture Marketing?Culture marketing starts with understanding the communities shaping culture, not with visibility.

Field Notes / 02Cultural Relevance Is Not ReachReach tells us how many people saw something. Cultural relevance tells us whether it meant something to them.

Field Notes / 03How Brands Can Work With Communities Without Extracting From ThemWorking with communities starts with understanding what they need, and accepting that the brand may not be the most important thing in the room.