Strategic Cultural Management and Trend Studies: A Contribution for Articulations in Branding and Strategic Communication

This work aims to explore different possible articulations between Trend Studies and cultural analysis for strategy in the scope of a strategic cultural management. Different concepts and methods in both approaches can work together to better produce operational protocols for scientific and applied analysis. Here, we address culture, semiotics, strategy, and branding. Considering that both envision cultural analysis for strategic insights and outputs, these articulations can provide better contextual and cultural mapping exercises, as well as the production of more pertinent concepts and narratives for emerging changes.