what would it mean for brands to stop pointing to culture, and to start being it? To do so, they would have to go far beyond marketing, to offer meaningful modes of participation. Is it even possible for companies to be in service of something greater than themselves?

“We’ll get to it later” can be the refrain. But brand identity is more than a set of colors, templates, and images that one uses to distinguish their company. To put it simply, your brand identity is the foundation upon which you will build a company for the long-term. It will evolve and it will grow, but rarely can a brand remake its image. Once t