We’re more than the products we buy—we are the stories they tell. In a world of content synergy, the notion of branding can feel thin, trite. But not to Dhane Scotti. To Dhane, speaking both personally and as Google’s Director of Brand Strategy and Development for Global Devices and Services, the brands we align ourselves with tell stories about who we are, what we care about, and what we dream of becoming. And it’s the building and fostering of that relationship where he has staked his career. Dhane is a marketer sometimes better known by the landmark campaigns he’s spearheaded, like “Share a Coke” for Coca-Cola and “You’re Not You When You’re Hungry” for Snickers.

But now, he’s stepping out and pulling back the curtain—revealing the man behind the brands and the work that went into creating them as we know them today. If Dhane’s career until now has been about creating subconscious relationships between brands and consumers, we’re entering an era in which he shares his magic with the world. He wants you to understand the psychology behind why you might choose Perrier over Crystal Geyser.

Dhane also wants you to understand that despite having an incredibly successful career in branding and marketing, he doesn’t always get it either. He’s still learning. Still curious. Sometimes he doesn’t get it right. He’s still figuring out how it all works, just like when he was 10 years old mailing letters out to ad agencies trying to figure out how to get his foot in the door. His passion and curiosity fueled him then as a kid from the Bronx with a dream the same as it does now as a best-in-class branding expert.

The difference now, though, besides the lack of a phone book, is that Dhane wants to use his expertise to elevate the kinds of questions we’re asking. He wants to arm you, not with knowledge, but with the spark of curiosity to seek it out and understand the world around you. Products and brands are everywhere—in obvious places like Super Bowl ads, but also in the subconscious mainstream, emerging in song lyrics or a reach for a “Kleenex” instead of a “tissue.”

What is it that makes us find a brand so beguiling or repulsive? What makes us think nothing at all about them? This conundrum and the responsibility of transforming brands have been the twin thrusts of Dhane’s career. It’s a beautiful way to see the world—to see not just the finished product, but the elements of its making, the work behind it, the humanity behind the polish. And together with Dhane Scotti, you’ll see it, too.

Unless you've been under a rock for the past month, you've probably heard or heard of Charli XCX's new album "brat".

Its marketing has seemed to completely take over among trendsetters and followers simultaneously, and if you don't know what "brat summer" or "brat green" is, you're already left behind. This genius stroke of marketing is an extension of the material of the album itself—the "brat" being a concept of someone petulantly cool that you wish you could keep up with—which has helped to create strong cohesion across the promotional campaign.

It's bold, brash, and in your face. And completely revolving around the pukey lime green of the album color.

Color theory isn't a new concept to marketers. Last year, Barbie pink was the shade of the summer. This year, it's opposite is.

Last year, it was all about femininity in color. This year, it's about sticking your tongue out and being bad. Trends respond to trends.

If you're thinking "how can my brand capitalize on 'cool', think of the total identity of your brand and product as Charli XCX did. "brat" isn't just a color selection, it's a clear and aggressive visual identity that speaks to the themes of what it's promoting.

When Charli first revealed the album cover, it was not universally loved. The image itself didn't have much meaning yet. But when the album dropped, "brat" became an experience, an identifier, and an identity for those listening to it.

When creating an identity for consumers, brands have to remember the whole picture and not cheap out chasing trends. It'll benefit them in the long run.

Or you can be like Field Roast, the plant-based meats brand, who piggy-backed off the success of brat's branding to promote their bratwursts. Not a bad idea for some easy, fun press.

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