I write weekly newsletter about how the new forms of social, cultural, and environmental capital change brand strategy. If you enjoy this issue, please like it above, share it with anyone you think may find it useful, and subscribe below:
![Trade deficit in goods and services, seasonally adjusted Trade deficit in goods and services, seasonally adjusted](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fbucketeer-e05bbc84-baa3-437e-9518-adb32be77984.s3.amazonaws.com%2Fpublic%2Fimages%2F64c23bf5-953b-455d-9348-d22699edee62_662x404.png)
A “modern brand” is simultaneously a concept, a sector, and a business model.
As a concept, modern brands exploit thi…