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.

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

Fitbit: Snorlax at the Bedside

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Consumer Culture, Brand Semiotics, Social Identity, Digital Anthropology, Self-Tracking, Symbolic Consumption

Harry Potter & Swiss Beauty: Fandom, Nostalgia, and Symbolic Consumption in a Licensed Beauty Collection

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Symbolic Consumption, Social Identity, Brand Semiotics, Cultural Myth, Fandom, Nostalgia

Robotic Coffee Shop

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Brand Semiotics, Consumer Culture, Digital Anthropology, Servicescape Design, Platform Logic, Symbolic Consumption

Ikesaki: Nail Polish Samples

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Brand Semiotics, Consumer Culture, Servicescape, Digital Anthropology, Symbolic Consumption, Retail Activation

Google Gemini & Ticketmaster

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Consumer Culture, Brand Semiotics, Algorithmic Visibility, Digital Anthropology, Consumer Ritual, Customer Experience

Mastercard and Swarovski: VR Home Decor App

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Consumer Culture, Brand Semiotics, Immersive Retail, Symbolic Consumption, Digital Anthropology, Payment Innovation

Santander & Octopus Energy

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Brand Semiotics, Consumer Culture, Ethical Consumption, Strategic Partnerships, Choice Architecture, Social Identity