Who we are
Long gone are the days in the backseat. Today, brands are taking control of their creative direction, bringing marketing and communication in-house. But as they internalize marcom, they expect creative partners to evolve too—seeking problem-solvers who bring fresh perspectives and innovative solutions to support their teams and help them reach their desired future faster.
AI may make creative automation easier, but it’s also making brands more alike—in tone, style, and behavior. And that’s a problem, as it obscures a brand’s unique value. In changing times, The Business of Culture helps brands stay true to who they are—owning and honoring their unique brand DNA. That’s how we unleash their creative potential.
A note from the founder
“With consumers now shaping culture through social media, they have assumed power as co-creators. As a result, they expect more from brands: more cultural literacy, more social responsibility, more authenticity. And if you pretend to be something you're not? They take note—and vote with their wallets.
In other words, culture is serious business, and modern brands get that. It’s the values we share, the way we connect with the world at large, and, more importantly, how we create value for each other. As the consumer, media, and technology landscapes evolve at lightning speed, I’m here—ready to help you make sense of it all and firmly secure your place in the future."
— Cindy Fleur
Founder & Strategic Consultant
What we do
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![Strategy studio visual]()
Strategy Studio
The Business of Culture is the right hand of brands. We advise and assist in the development of strategic plans that help brands take creative control of their business.
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Cultural Insights
Culture is the new currency of influence. That’s why we draw lessons from (pop) cultural events, individuals and brands. What distinctive approach led to business success?
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Creative Development
In a world dominated sameness, fresh thinking is what makes brands stand out. That’s why we develop, guide and teach those seeking to maximize their creative thinking potential.
What we offer
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Taking position is one of the boldest things you can do. As a person or as an organization. Because it forces you to reveal the real you—no frills. And that can feel a bit scary. But nobody can be for everybody. Or well, you can try, but you will be forgotten.
- Brand positioning & strategy
- Social positioning & strategy
- Campaign strategy
- Business strategy -
Being a leader today is not enough to stay a frontrunner tomorrow. You need to stay plugged into culture to create a brand that effectively inspires, heroes, and leads.
- Cultural insights
- Category insights
- Competitor insights -
73% of businesses surveyed for World Economic Forum’s ‘Future of Jobs Survey 2023’ have identified creative thinking skills as a key priority for future talent. It’s clear that the need for creative thinkers has never been greater.
- Masterclasses
- 1-on-1 mentoring
- In-company training
- Guest lecturing
Testimonials
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![Felicia Wijnveen]()
"A true pleasure to work with, you bring authenticity, depth, and vision. Every team deserves a Cindy— creative, smart & a social powerhouse!"
Felicia Wijnveen
Manager Talent & Human | VIA -
![Depanshu Gola]()
"What truly sets Cindy apart is her empathy. Her approach is both warm & insightful, making each conversation valuable and empowering."
Depanshu Gola
Partner | Architecture for Dialogue -
![Sabrina Beek]()
"You see brands not just as they are but as they could be, daring to dream with them—sharing insights that inspire well beyond the collaboration."
Sabrina Beek
Sr. Social Creative | Dentsu Creative -
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"You played a key role in optimising our user acquisition funnel. Your dedication, keen insights, and strategic approach proved vital for us."
Marc Wisselo
Head of Service | Cliq Digital -
![Maria Schynder]()
“You instinctively understood what we stand for and were able to engage with it in a strong and pleasant manner. Delivering great value."
Maria Schynder
Deputy director | De Pont Museum -
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"You stand out for your ability to zero in on the core of an issue by asking the right questions, making your advice feel tailored and personal."
Kevin Lamsberg
Founder & Music producer | LAMSI -
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“Your ability to combine deep industry knowledge with actionable advice has made a real difference. Working with you was truly invaluable.”
Aradhita Parasrampuria
Founder | Cellsense -
![Martijn Winkler]()
“You were an absolute pleasure to have on the team: very social and always upbeat. Thoughtful in your approach and determined in execution.”
Martijn Winkler
Partner & Creative Director | VERTOV
Explore more
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![de Baak key visual]()
de Baak
Helping renowned institute de Baak shift brand perceptions and reclaim their leading position as The Netherlands’ original trainer.
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![FD bedacht in het weekend key visual]()
FD
Positioning FD's Saturday newspaper as the stand-out choice for any professional with serious ambitions to shape the future.
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![Rijksmuseum Slavery key visual]()
Rijksmuseum
Enabling the Rijksmuseum to reach beyond its core audience, inspiring both loyal and new visitors to connect with their exhibition.
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![What Design Can Do key visual]()
What Design Can Do
Equipping start- and scale-up founders with the strategic tools, mindset and knowledge to take charge of their creative business.
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![Cliq.de key visual]()
Cliq.de
Accelerating Cliq.de’s user growth with audience-focused communication flows. Turning new audiences into loyal fans.
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![Samsung key visual]()
Samsung
Keeping Samsung in the know on the pulse of culture, fueling the tech giant with the insights to effectively inspire, hero, and lead.
Get in touch.
Tomorrow belongs to the brands that act today.
So let’s turn your vision for the future into a
strategy that propels you ahead.