Crafting Human Brands

By Deroy Peraza, Partner at Hyperakt

As individuals, our values, character, and purpose come into focus over time and ultimately guide how we show up and communicate in the world. They determine where we fit in and where we don't and shape how others perceive us. Over time, consistent behavior and interactions with others help us establish a reputation.

Just as individuals earn trust (or not) through what we say and what we do, organizations build credibility the same way: from within.

By Julia Zeltser, Partner at Hyperakt

There is not a generation in my family that has not crossed borders. From small shtetls to large cities, from one republic to another, from country to country, from language to language, from sautéed cabbage to hamburgers, from birch juice to Coke.

My husband’s family, who have a very similar background, spoke a different language every single generation. I kid you not: Over the past 120 years, five generations went from Yiddish, to German, to Romanian, to Ukrainian, to Russian, to English.

By Laura Staugaitis

We’re in an era of 1-1 connections. From TikTok to reality TV, the opportunity to see, relate to, and understand individual experiences around the world is greater than ever. In the worlds of branding, marketing, and communications, this shift from institutional to personal has been a topic of conversation for several years, reflected in Lippincott’s seminal “Welcome to the Human Era” report. We’ve seen countless resources, and measurable changes, for consumer brands, higher education, and even government.