CULTURE *CODED LAB

Your consumer changed. Your playbook didn't.

Culture *Coded Lab is a two-day masterclass for marketers, strategists, communication specialists and creatives who want to crack the new consumer code. It isn't a class of listening, it's a lab of doing.

Talks decode what's changing. In The Trend Lab, Kristel Vanderlinden maps the big shifts in consumer behaviour, identity and value. In The AI Lab, Rein Meirte (Forbes 30 Under 30, co-founder of Clusity) shows you how to build your own trend agent. The Microcommunity Lab explores the tribes and fandoms that are your next growth market, The Storytelling Lab with Aster Breekweg (Club Gewoon) shows how to tell brand stories people want to pass on, and Peter van Wijnaerde closes with The Past · Present · Future Lab, on how brands became culture and where they go next.

Running through both days is the World Building Lab, led by Kristel Vanderlinden and Billie Gielen. In four sessions you apply our Brand World Building model to your own brand: lore and rituals, artefacts and symbols, the tribes that make it theirs, and the stories and collaborations that make it grow. Between the two days you get a field assignment, so you test what you learned in the real world. You leave with your own brand world, not just notes.