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.

SMHC & Yongpu

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Cultural Positioning, Semiotic Packaging, Mental Health Branding, Code-Mixing, Chinese Consumer Culture, Therapeutic Consumption

Heetch

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Car Therapy, Therapeutic Culture, Platform Governance, Consumer Wellbeing, Commercialized Care, Service Innovation

Reebok & Generation Joy

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Athletic Performance, Brand Collaboration, Consumer Tribes, Identity Construction, Wellness Consumption, Symbolic Capital

The White Lotus

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Media Tourism, Narrative Consumption, Experiential Luxury, Cultural Capital, Transmedia Storytelling, Symbolic Consumption

Duolingo x The Loog

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Educational Technology, Material-Digital Hybridization, Embodied Learning, Brand Extension, Multimodal Education, Gamified Pedagogy

Waze & Pabllo Vittar

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Digital Representation, Platform Localization, Voice Personalization, Queer Marketing, Parasocial Interaction, Algorithmic Culture

Netflix & Suntory

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Brand Collaboration, Digital Commensality, Cultural Branding, Consumption Rituals, Code-Mixing, Experiential Marketing

Mars Wrigley & Amazon Australia

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Algorithmic Reward Systems, Digital Anthropology, Consumer Ritualization, Behavioral Marketing, Surveillance Capitalism, Platform Reciprocity

HMD & Mattel

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Digital Minimalism, Heterotopia, Brand Semiotics, Retrobranding, Consumer Resistance, Attention Economy

Hyundai Motor & Kia Robotics

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Wearable Robotics, Human Augmentation, Labor Anthropology, Embodied Technology, Exoskeletal Systems, Bionic Enhancement

Mercedes-Benz & Starbucks

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Electric Mobility Infrastructure, Experiential Sustainability, Third-Space Evolution, Luxury Brand Collaboration, Consumption Rituals, Green Semiotics