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The rapidly evolving role brands are expected to play in culture is a reflection of growing consumer awareness and our shifting economy. Understanding cultures relationship to commerce, brands, and consumers is increasingly top of mind for many business leaders, but in practice, only a few organizations have embraced understanding this relationship as a means to further their brands business objectives. In this seminar, we will discuss why culture is the new most misunderstood buzzword in business and branding, and why understanding culture and cultural dynamics is essential for brands navigating increasingly competitive and adaptive markets.

Mickey Barold is a cultural analyst and strategist who has helped brands such as Virgin, ESPN, Citi, MTV and Comedy Central understand how to become more relevant to consumers. In addition to consulting for brands and lecturing at Columbia University, California College of the Arts, and National University, Barold is also active in film and has produced four features, which have premiered at Cannes, Sundance, and SXSW, including a documentary on Roger Corman (including interviews with Jack Nicholson, Martin Scorcese and Ron Howard, among others), and most recently, a thriller starring John Malkovich and Liam Hemsworth.

Barold is a graduate of Tufts University and resides in Manhattans Washington Heights. Tasha Space is a highly regarded strategist who has worked with corporate leaders at the worlds most respected brands, including HBO, Comedy Central, Campbells Soup, Virgin, ESPN, Pfizer, Avon, among many others. Previous to founding CS SPACE, a culture, strategy and business consultancy, Space held vice president positions at two global, award winning advertising agencies in Manhattan. Space has a Masters of Science in Market Research and currently teaches a course at Columbia University called The Business of Brands.