A Cultural Program is how a brand influences culture.

Four elements of the cultural program are:

Cultural Narrative defines a brand's role in culture.

Cultural Products are merch, content, collaborations, events, experiences, entertainment, capsules, archive reissues, hero products ...  are a subcultural bridge and a hedge against risk. 

Cultural Calendar synchronizes brand actions with commercial calendar and cultural moments, sustaining brand influence throughout the year. 

Media Amplification seeds cultural products into relevant cultural contexts. Elements of media amplification strategy are audience strategy (defines who to reach and why, defines who are brand’s cultural observes, fans, customers, commentators, and collaborators); cultural product prioritization (identifies which cultural products should be amplified based on relevance, distinctiveness, and potential cultural impact); media mix (defining the strategic mix between mass reach and cultural influence) and cultural currency KPIs (see Cultural IQ Index).