Welcome to financialization of culture. In this issue:
World-building as a business model — Companies now create immersive brand ecosystems instead of standalone products.
Cultural IP expansion — Entertainment franchises (The White Lotus, Stranger Things, Barbie) extend into fashion, home decor, beauty, hospitality, and more.
Monetizing across industries — Brands no longer stay in their lane; entertainment, retail, hospitality, beauty, and sports all intersect.
Modern licensing trends — Brands are consumed together across categories, allowing for limitless cross-industry collaborations.
Examples of success — The White Lotus partners with Four Seasons and CB2; Stranger Things has Monopoly and Polaroid; Barbie and Wicked pull brands into their world.
Tastemakers vs. Trend makers — Some brands (Prada, A24) maintain long-term influence, while others (Barbie, Stranger Things) capitalize on short-term cultural waves.
Brand Executive. Author of "Hitmakers: How Brands Influence Culture " “The Business of Aspiration.” Doctor of Sociology. Writer of “Sociology of Business.”
