The History Of Branding, Part IV

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After discussing branding as a means of guaranteeing quality, of humanizing products, of expressing yourself, and brands as an experience, we talked about the need humans have to feel they are part of a group during a period jn our history of rampant social isolation.

In terms of media, we can see that Wave 1 started with print media and moved into radio, Wave 2 was in the age of TV and Wave 3 coincided with color TV. Wave 4 was part of the age of the cell phone, and now we have Wave 5 as part of the Internet Age.


Wave 5 is the wave of the Limbic Brand. The Limbic system is the area of the brain that houses emotion, motivation, behavior and long-term memory.

Now, brands have become connectors. A brand is a way to foster the ability to create mutual experiences, share or relate. It allows our brains to resonate harmoniously with others. A good brand, in the era of social media, has become a way to belong. It helps people feel connected.

Brands have now become a way to make a difference in people’s lives and make them feel part of something bigger. In the Information Age, brands guarantee connection.

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.