For two years my partners and I pondered the future of branding. After all, the word was in our name. What did branding mean? Or, more importantly, what did it need to mean next?
Being an anthropology minor at the University of New Mexico, I was steeped in a cultural perspective that felt a whole lot bigger and more interesting than just the marking perspective. One of the questions I asked was, what role do brands play in the world of humans?
Then I asked, could a brand actually operate like a culture?
Turns out a handful of anthropologists were asking the same question. The result of all this questioning and discussion was, at the end of two years, a paper written by me and my partner Dennis Hahn. It ended up shaping our entire viewpoint as an agency, and led ID Branding to a new kind of interaction with its clients -- and their audiences.
This paper was written with assistance from my partner Dennis Hahn. You can download it here.
My role: concepter, author.
Being an anthropology minor at the University of New Mexico, I was steeped in a cultural perspective that felt a whole lot bigger and more interesting than just the marking perspective. One of the questions I asked was, what role do brands play in the world of humans?
Then I asked, could a brand actually operate like a culture?
Turns out a handful of anthropologists were asking the same question. The result of all this questioning and discussion was, at the end of two years, a paper written by me and my partner Dennis Hahn. It ended up shaping our entire viewpoint as an agency, and led ID Branding to a new kind of interaction with its clients -- and their audiences.
This paper was written with assistance from my partner Dennis Hahn. You can download it here.
My role: concepter, author.
