Business To Business

B2B experiences relate to consumer tribes that have their raison d'être from the professional careers they build over time. In other words, it is a lifestyle that depends on people sharing their professions, showing their successes in the company where they work, revealing their economic status, and relating their personality to the figure of successful business people.

Les Mills x Adidas: 3,000 People Train Inside a Fitness Rave

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Brand Community, Consumer Culture, Ritual Consumption, Social Identity, Brand Semiotics, Experiential Marketing

Disney: Gemini Helps Guests Plan Walt Disney World Trips

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Consumer Culture, Brand Semiotics, Digital Anthropology, Algorithm Aversion, Choice Architecture, Customer Experience, Travel Planner, Amusement Park

Coach & Kate Spade: Letting AI Take You to Checkout

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Consumer Culture, Brand Semiotics, Algorithmic Visibility, Digital Anthropology, Ritual, Persuasion, Google

Huda Beauty: A Beauty Brand You Can Taste

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Brand Semiotics, Consumer Culture, Symbolic Consumption, Digital Anthropology, Social Identity, Experiential Marketing, Activation, Cake

LG: What If Your Washer Had a K-Pop Group?

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Brand Semiotics, Consumer Culture, Social Identity, Digital Anthropology, Symbolic Consumption, Cultural Branding

Burger King: What Happens When Nuggets Get a Fashion Drop?

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Brand Semiotics, Symbolic Consumption, Need For Uniqueness, Social Identity, Digital Anthropology, Scarcity Marketing

Microsoft Copilot: The AI Assistant Riding With You

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Voice Interface, Platform Power, Symbolic Consumption, Digital Anthropology, Technology Adoption, Consumer Identity

Logitech MX Keypad: Giving AI Agents a Physical Button

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Brand Semiotics, Consumer Identity, Mediation, Digital Anthropology, Prosumption, Developer Culture

Old Navy Beauty Co.: Turning Mall Memories into Fragrance

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Brand Semiotics, Consumer Culture, Nostalgia Marketing, Social Identity, Symbolic Consumption, Category Pivot

Dyson CameraJet: Engineering Better Brushing Habits

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Symbolic Consumption, Brand Semiotics, Datafication, Processing Fluency, Social Identity, Consumer Culture

KFC and the Chicken Wine Pairing

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Brand Semiotics, Symbolic Consumption, Social Identity, Consumer Culture, Ritual, Cultural Branding