A snowballing masculinity crisis is leaving rudderless men and boys seeking affirmation from extreme male dominance ideologies. Arresting this trajectory and offering men a positive place in culture (and society) requires bold brand roadmaps. We outline strategies including backing ‘progressive alphas’, reconstructing lad culture, championing a ‘boy joy’ bronaissance, safer self-care, realist educator-influencers establishing ‘flexible masculinity’ and enlightening entertainment.