Cultural Mood Boards Role In Brand Strategy

Designers use mood boards all the time. Why don't customer insight strategists? We used to do brand video's all the time for clients when I was at MacLaren for new businesses pitches and they always managed to capture the magic that static brand strategy documents can't. Peter thinks maybe it's a new type of mood board - as we do with planning documents - maybe a cultural mood board instead of brand? Hum...I think he's on to something...