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An inclusive framework that helps brands see culture the way ordinary people see it.
The Cultural Advantage framework
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Thinking holistically about the shape of culture
The critic Raymond Williams once described 'culture' as one of the two or three most complicated words in the English language. It hasn't become any less complicated in the decades since Williams wrote his seminal work. If brands want to take their place in culture, we need a more holistic way of thinking about the many ways people think about and experience culture out in the real world. That's why Shapes is built from diverse academic literature and eclectic cultural sources.
Cultural advantage is about balancing diverse entry points
As with everything we do at everyday people, we get to this holistic view of by stepping out of the marketing bubble and engaging with diverse worldviews. Shapes measures how brands, media and content balance 4 sets of contrasting cultural entry points.
THE CULTURAL ADVANTAGE FRAMEWORK
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The Shapes database
From Darth Vader to Andy Burnham...
From MrBeast to All Creatures Great and Small... and everything in between.
Our growing database aims to cover every corner of the cultural landscape.
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Answering three key questions
Shapes provides intuitive scoring and norms for understanding how things show up in culture.
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A snapshot of your thing against competitors and diverse exemplars
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Identifying your cultural advantage
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Shape of culture
Culture takes many shapes. We provide detailed diagnostics to help you understand your entry points, and how your thing shows up in culture.
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Understanding your route to building cultural advantage
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How will you use shapes?
Shapes has a wide range of applications across brand, media and content.
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What's your cultural advantage?