Core arguments on how value, behavior, and authority now operate
These pieces define the structural shifts shaping modern markets.
They are not analysis of trends or sectors.
They are arguments about how systems now work.
Marketing has not fragmented into trends. It has reorganised into a system.
Through the Fame Index we analysed ASOS alongside nine Cultural Systems over two full years, 2024 and 2025. Here are the results of the combined reports.
A three-part framework explaining why modern marketing fails — and how value is actually created.
Why modern marketing is systematically misallocating capital
Why some brands compound while others decay
And why it was never in marketing to begin with
The shift from performance to infrastructure — and why it matters
Why the category behaves less like a market — and more like infrastructure
How a value beauty brand built cross-authority power — and why it works