Monthly Archives: January 2010

The Power Of The Human Brand


One of the things I enjoy most about the practice of global branding is the idea of the hunt for unifying inspiration and communication.

A sustainable global brand can not only be VERY profitable, but also has the unique power to create common culture and nurture trends and make people think.  With that comes a great deal of responsibility and endless possibilities.

I enjoy looking forward to the possibilities and helping to drive innovation in brands that is not only sustainable to the brand, but sustainable to humanity and to the world.

One thing that drives me is the idea that global brands can help to unify humans;  to serve as a commonality beyond race and age and economics, beyond demographics and psychographics.

I believe that we all share some pretty big “psychographics”, no matter who you are or where you live.  I know this as an empirical fact.  We are, after all, in the business of studying humans: behavior, motivations, culture creation and dissemination.

I also believe that the more we communicate to and with one another, the broader our circle of shared “psychographics” can get, which will ultimately make the world smaller, and all humans more familiar.

It is acceptance and internalization of this familiarity that can help all humans work together to make this world better, and make our role in it more productive and sustainable as a human race.

Who know’s what potential lies if we all work together as a “we” and there eventually are no “others”.  Possibilities are endless…which means we all have a purpose.

I choose to use the power of the brand.