Anatomy of a Brand

I’m a nerd. I grew up with a Nintendo controller in my hands; I’ll stay up until the small hours to catch Vincent Price or Hammer Films horror marathons; and my personal geography is dotted with mountains of unread books—on topics ranging from 17th century Dutch painting to the history of punctuation.

I’m especially a sucker for anything science fiction.

I’ve recently been working my way through The Library of America’s two volume American Science Fiction: Nine Classic Novels of the 1950s. Out of this selection from the Golden Age of sci-fi, I became particularly engrossed in Theodore Sturgeon’s 1953 novel More Than Human, a story that follows six unique individuals who are able to act as one conscious organism: a human gestalt. This tale of the next step in human evolution, what Sturgeon classifies as homo gestalt, made me realize that a company’s brand works in much the same way as the central characters of this novel (bear with me).

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