The History Of Branding, Part III

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After talking about the first 4 Waves of Branding, from 1875 to 2005, let’s pause for a moment and look at our basic instinctual needs: food, shelter, and reproduction. These could be said to add up to one thing: survival.

But humans also have a significant collective tendency as part of our instinct to survive. We feel safer and more secure as part of a group; family, tribe, church or nation.

it is observable that we feel happiest about who we are when we have secure feelings of attachment with others and our brains resonate harmoniously with others.


In 1950, about 1 in 10 people lived alone. In 2016, it is nearly 1 in 2. More than half the people in Manhattan live alone. From 2004 to 2005 the predominant use of the internet shifted radically from what it was (email, games, and porn) to what it is now.

From 2004 to 2005, MySpace became the most visited website in the world, surpassing even Google. As social isolation became rampant, it seems our brains nearly instantly invented new frameworks to connect.

As of January, 2017, 30% of all time spent online is social media interaction. Teens spend as much as 9 hours a day on social platforms. The average person will spend approximately 116 minutes – nearly two hours – on social media every day, which translates over an average lifetime to 5 years and 4 months. This beats time spent eating, drinking, socializing or grooming.


What does this have to do with branding? Wave 5 is the wave of Limbic Brands, brands as connecters. We’ll wrap this all up in the last article in this series.

Interested in finding out how you can use branding to reach more people and become more successful? Email us at or call us at 646 808 0249 to find out more.