The Cultural Strategist's Playbook: 3 Rules for Building a Brand with Soul

In a world of fleeting TikTok trends, shrinking attention spans, and performance marketing that gives us "the worst chills," how do you build a brand that actually lasts? How do you create something that feels less like noise and more like a signal?

We found some of the most profound answers in a recent conversation between WE RULE contributor Nevena Doncheva and Yasmina Stitou, the multi-hyphenate founder of the AI-powered strategy consultancy, Casanegra. The full, must-read interview was recently published on the blog of our friends at The New School at Parsons.

Yasmina’s insights are a masterclass for any founder tired of the outdated marketing playbook. She argues that the only way for brands to survive the next decade is to stop chasing trends and start understanding humanity. We’ve deconstructed her brilliant conversation into a 3-rule playbook for building a brand with a soul.

Rule #1: Culture Is Your Only Strategy

The biggest mistake modern brands make is obsessing over KPIs while ignoring the cultural conversation. As Yasmina puts it, her goal is to help brands "engage emotionally" with their audiences, not just track metrics. She studies everything from Jungian psychology to The Kardashians to understand human behavior on a deeper level.

“Most people don’t think or care about brands on a daily basis,” Yasmina explains. “The only way through is emotion. Every purchase is a statement that one is a part of a crew, a community, this micro-niche or that algorithm.”

Brands that just have a "vibe" or a beautiful Instagram feed without a deep story aren't selling because they aren't saying anything. The strategy isn't to artificially mimic culture (Gen Z "hates it" when brands do this); it's to understand it so deeply that your brand can add to it in a meaningful way.

The Mentor Takeaway: Your brand needs to be more than a product; it needs to be a point of view. Stop asking "What are the latest trends?" and start asking "What do people deeply care about, and how can we authentically be a part of that conversation?"

Rule #2: AI Is Your Research Intern, Not Your Strategist

As the founder of an AI-powered consultancy, Yasmina’s perspective on artificial intelligence is both practical and profound. She rejects the idea that AI can replace human strategy, offering a perfect analogy.

"AI will give you the ingredients to the cake, but you still have to go out and make the cake yourself... The actual work has to be done by a human – because we are the ones that have a lived experience. We go out, have friends, fall in love, go for drinks, travel, cry, laugh. You can’t replace conscious, lived experience with an algorithm."

At Casanegra, AI is a powerful tool for research—for identifying patterns and connecting disparate threads of data on a global scale. But the final strategic leap, the part that requires intuition, empathy, and a true understanding of the human condition, is irreplaceable.

The Mentor Takeaway: Embrace AI as the most powerful research assistant you've ever had. Use it to accelerate your understanding and data analysis. But never abdicate your role as the human strategist. Your lived experience is your ultimate competitive advantage.

Rule #3: Protect Your Energy to Protect Your Vision

The creative and marketing industries are notoriously harsh, often glorifying burnout as a badge of honor. Yasmina offers a radical counter-narrative: your well-being is not a luxury; it is a prerequisite for good work.

She speaks openly about the "LinkedIn performance trap" and the pressure to be constantly visible, and her decision to let the work speak for itself rather than burn out. Her advice to young creatives is direct and urgent.

"Do not normalize toxic work environments... You don’t have to put through endless working hours, toxic leaders, and emotionally eruptive environments to 'make it'. Put yourself first... if it’s making you sick, it’s not worth it."

This philosophy is deeply rooted in her own experience as the eldest daughter of an immigrant family, a role that often comes with immense responsibility. She recognizes that to build something great, you must first protect the builder.

The Mentor Takeaway: A brilliant strategy is useless if you're too burnt out to execute it. Set firm boundaries, prioritize your mental health, and have the courage to walk away from toxic environments. Your energy is your most valuable asset.

Read the Full Conversation

These three principles are just a glimpse into the depth of Yasmina's strategic mind. To explore her full conversation with Nevena Doncheva—including her fascinating take on TikTok algorithms and the importance of reconciling with your inner child—we encourage you to read the full interview on The New School's blog.

Frequently Asked Questions

Who is Yasmina Stitou?

Yasmina Stitou is an award-winning cultural strategist and the founder of Casanegra, an AI-powered strategy and communications consultancy that helps brands achieve cultural relevance. She has nearly a decade of experience in brand strategy, public relations, and trend analysis.

What is cultural strategy for brands?

Cultural strategy is an approach to branding that focuses on understanding deep-seated human behaviors, social trends, and cultural conversations. Instead of just focusing on product features or KPIs, it aims to connect with consumers on an emotional and psychological level, making the brand a meaningful part of their lives and identity.

How does Yasmina Stitou use AI in her work?

Yasmina uses proprietary AI algorithms as a powerful research tool. AI helps her and her team identify patterns, summarize vast amounts of cultural data, and connect trends across different regions. However, she maintains that AI is a tool to assist, not replace, the human strategist, whose "lived experience" is essential for true insight.

What is Yasmina's top advice for young creatives?

Her key advice is twofold: First, you don't need expensive master's degrees to succeed; you will develop your most valuable skills through real-world work and mentorship. Second, do not tolerate toxic work environments. Prioritize your mental health and energy, as it is the most crucial asset for a long and successful creative career.

Meet The Author:

Nevena Doncheva is a Chicago-based high school writer and aspiring journalist with a passion for fashion, culture, and lifestyle, offering a fresh perspective on the world.