We are BrandBackstage.
We help brands find a place in culture.
Before culture touched it, Champagne was just a bottle of bubbles
A brand is a cultural actor. It performs within a system of meaning, activating memories and igniting desire, competing for a slice of the 24 hr attention pie.
Brand Backstage works at the intersection of culture and human behavior to understand what a brand means, why it matters, and how to make it grow.
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The systems that define the brand’s role.
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Establishing a strategic presence.
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Connect with the next growth audience.
Client stories
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SoundCloud: Brand Audit
Where does the brand exist now, and where is growth likely to originate?
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Audience documentary
The brand’s persona, needs, and growth strategy.
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Armani White: Fandom Strategy
Building a permanent home after virality.
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The Weather Channel: Gen Z Growth Strategy
Exploring growth and storytelling opportunities with Gen Z
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Soundcloud: Brand redesign
When redesigning a brand, how far is too far?
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H&S Communications: Strategy
Cultural landscape and entry points for the espresso martini.
“Julia’s and the BrandBackstage team’s impact was tremendous. We gained deep insights into Gen Z artists, a group that’s notoriously hard to reach. Julia showed us what’s next for the SoundCloud brand and helped redirect our product decision-making.”
“Julia helped us see our global growth challenge through a cultural lens, connecting global signals with local truths across markets. Her work helped teams solve the last mile challenge of innovation by turning a global vision into clear local action”
Our philosophy
Start from a human need and then build from there
People look to brands for a sense of being connected, capable, and understood, not for symbols or slogans. These needs are the foundation of a durable role in culture.
Data isn't numbers, it's traces of Human behavior
Every click, pause and search is someone exposing what matters to them. BrandBackstage uses data to sharpen understanding, not to replace imagination.
Stories are the only way to communicate meaning
The story is what makes research memorable, strategy emotional, and purpose actionable. From memes to full-length documentaries, BB turns insights into stories people will share.