Welcome to the Sociology of Business. The Sociology of Business offers a paid membership program. Paid options are for the members of this community who want to be the first to access everything from Web3 brand-building to the new business models and emerging creative formats. Since its inception, the Sociology of Business has been the source code for many other analyses, strategies and brand-building approaches. Members will now have the front-row seat. If you are not yet subscribed, join the community by subscribing below and joining the Sociology of Business Discord. You can find my book, The Business of Aspiration on Amazon and you can find me on Instagram and Twitter. For those new here, in my last analysis, The post-icon age, I explored how micro-trends transform culture.
When thinking about who they want to reach and speak to, brands often think of their audience in terms of their current and prospective customers: people who are either buying a brand’s products or using its services or will so in the future.
But at any given time, a brand has a much wider and more complex audience of cultural observers, fans, customers, commentators and collaborators. It needs to build a relationship with all of them:
The rest of this analysis is for paying subscribers. Choose one of the paid subscription options to access.