LAYLA KHAN
Strategist + Reptilian Brain Decoder
I’ve shaped the brand worlds of global and local legends — building pyramids, golden circles, and big ideas that drove business growth for award winning icons like Forevermark, WGC, HSBC, Sunsilk, Kellogg’s and more. Over a decade, I’ve absorbed, weaponised, and evolved the sharpest frameworks in the industry. I don’t reject tradition — I remix it.
My hybrid approach blends classic brand strategy with emotional engineering. At the core? Hypo x Hyper Feeling Code™ — a proprietary framework rooted in decoding the primal emotions that drive choice, desire, and ritual. Strategy that hits the reptilian brain,
dressed in cult aesthetics, built to pop, stick, seduce, obsess, posess and spread.
LYLA
Contemporary Artist + Designer
My alter ego. She crafts collectible characters, surreal worlds, and obsession-fueled stories that behave like pop dreams and fame rituals. Mascots, monsters, art drops, emotional worlds — all engineered to spark feeling and feed fandom.
Together, we are CTRL CULT
A mental playground where brand strategy flirts with art, culture, and emotional IP. Strategy that seduces. Ideas that possess. Aesthetics that stick.
JWT's Pioneering Process
What it is: starts with a business challenge but solves it by decoding the human one underneath. It digs into unmet emotions, identity shifts, and cultural blind spots, then transforms them into a brand idea that actually matters.
WT's Collision
What it is: A philosophy centered on creative collisions — where cultural insight meets brand tension, or category truth smashes into a new behaviour. It’s designed to create fresh energy from contrast.
BBH's Zag: (Marty Neumeier)
What it is: A branding bible for challenger brands - everyone zigs, you zag. Built around a singular onlyness — “Our brand is the only ___ that ___.”
Kellogg's Way
What it is: A branding bible for challenger brands - everyone zigs, you zag. Built around a singular onlyness — “Our brand is the only ___ that ___.”
CTRL C
Unilever's Brand Key
What it is: One of the most robust planning templates — insight → key benefit → values → personality → discriminator → brand essence.
CTRL CULT remix: I treat it like a worldbuilding map — where each step can turn into visual IP, mascots, behaviors, or branded rituals.
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