Cultural Engineering: The role of brands in a changing world

by Vasanth Seshadri

The definitive guide to future-proofing your brand for a world in which brands are expected to be catalysts of cultural transformation. Why do some brands successfully thrive in a rapidly evolving world while others fall by the wayside of history? How can you ensure that your brand emerges with flying colors from the disruption and upheavals inflicted upon it? In Cultural Engineering, agency founder and creative director Vasanth Seshadri tackles how brands can build brand love and enjoy sustained business results by turning themselves into forces for cultural change. Cultural Engineering explores why brands are expected to have strong values and act on them, and draws on concepts from traditional engineering to elucidate how brands can positively engineer the world while achieving business results as young adults vote with their pockets. It then arms brand marketers with an extensive step-by-step guide to identifying and assessing cultural engineering opportunities, applying creativity to these opportunities, and following through with sustained actions that firmly establish the brand as a change agent. This is brought to life with some of the greatest examples of brand-led cultural change in the past few years from celebrated marketers such as P&G, Unilever, Nike, Lego, American Express, Uber and Burger King, with insights into how brands are addressing today's biggest challenges from pandemics to racism to sustainability. As brand marketers look to the future with both excitement and uncertainty, Cultural Engineering shines a light on the way ahead.

241 pages, Kindle Edition

Published July 13, 2020

About the author

Vasanth Seshadri is the founder and creative director of a digital creative agency in Singapore called The Sunny Side. Working with the world's biggest and best marketers in Singapore and New York has given him a keen understanding of the global marketing landscape. Outside of work, he's a voracious reader, avid traveler, film buff, and speaker of five languages.