What does it take to build a brand that outlasts trends and hype? In this episode of Culture & Capital, Jenna Lyons and Jonny Bauer — co-founders of FundamentalCo — break down how identity, clarity, and conviction can help drive both brand and business success. Their conversation gets to the heart of what this series is all about: exploring some  cultural signals investors can consider when assessing private market opportunities. Jenna, the creative force behind J.Crew and several of the most iconic brand moments in fashion, also starred in The Real Housewives of New York. Jonny built his career at the award-winning creative agency Droga5 before leading brand strategy at Blackstone, one of the world’s largest private equity firms. They’ve since joined forces to build FundamentalCo, an independent value creation consultancy carved out of Blackstone. They’re out to prove that brand isn’t just a marketing tool. It’s a strategic asset that can help drive real economic value. The conversation around brand doesn’t come up often in traditional investing conversations, but Jenna and Jonny believe it’s an important, albeit overlooked, signal that investors can consider while evaluating early-stage startups or identifying long-term opportunities in the private markets. Venture capital typically backs younger, high-growth companies, while private equity focuses on scaling and optimizing more established businesses. Brand can play a critical role in both. Hosted by veteran podcast host, fintech marketing leader, and Cashmere strategic advisor Katie Perry, Culture & Capital is a SoFi podcast produced by Cashmere. The show provides insights on early-stage investing for everyday investors, covering private markets, venture capital, and the future of access. In this episode, you’ll learn: Why brand clarity shows up in every part of the business How storytelling drives defensibility, not just awareness What makes a brand emotionally resonant and economically durable How investors can evaluate brand as a signal of long-term potential Why culture, capital, and identity are increasingly more connected  Disclosures SoFi is featuring educational and inspirational interviews with founders, investors, and VCs. Availability on the SoFi Invest platform does not constitute an investment recommendation, endorsement or solicitation by SoFi Securities LLC. All investments involve risk, including the potential loss of principal. Brokerage and Active investing products offered through SoFi Securities LLC, member FINRA (www.finra.org)/SIPC (www.sipc.org). For a full listing of the fees associated with SoFi Invest, please view our fee schedule. The information in SoFi educational content isn’t financial or legal advice, a recommendation, or an endorsement. The opinions expressed in this content are those of the show’s guests and hosts, and do not necessarily reflect opinions held by SoFi and/or its affiliates. SoFi doesn’t endorse or guarantee any third-party product and does not recommend any brands or companies discussed, including Cashmere, whose funds are available via SoFi Securities, LLC . SoFi receives compensation from the sale of these funds.