Return to Disciplines
Cultural Strategy
"Culture moves before markets — by years."
Cropper's three-decade pattern-recognition spans MTV, Nissan/Infiniti, WPP, and Aston Martin. He reads the slang, the music, the rituals, the rebellion — and times the brand's arrival.
Cultural strategy is the discipline of seeing the next decade in this month's small anomalies. It is the antidote to trend-chasing.
The brands that lead are the ones that recognize cultural energy before it has a name — and offer it the language and stage it has been waiting for.