Episode 204: How Branding Can Shape Belonging

As Loyalkaspar Co-founder and Chief Creative Officer Beat Badenbacher hunkered down, like everyone else, during the pandemic, he began to think. He thought about how brands define the world around them and how people turn to brands – or familiar symbols – in times of strife. And then he turned those thoughts into a book. “Somewhere Yes: The Search for Belonging in a World Shaped by Branding” combines both written and visual language to ask questions and consider ideas. More of a thought exercise than a conclusion or a prescription, the book asks readers to consider what branding means in our current society and how it can be used for good. "Somewhere Yes" is available from Amazon and other booksellers on July 12.