Take a good look at most profiles on any social network and you will see a collection of brands serving as a proxy for a self-description. Have we moved completely away from being ‘trendy’ and ‘adventurous’ to being Apple and North Face? What are the implications for the brand managers when developing a strong brand identity? As a Strategist at Egg, I am fascinated with questions like these and the mystery of human behavior – how we perceive reality, what motivates us, and how we build those invisible relationships with the products we use. Prior to joining Egg Strategy, I had the great fortune to learn from the brilliant and eclectic minds at Oxford University and later, to work with some of the world’s most innovative forward thinking brands in the CPG, entertainment, and leisure travel industries. Although quantitative design and deep statistical analysis is my preferred modus operandi, I also love to write and have been lucky enough to see my work in the Wall Street Journal, Adweek, and BusinessWeek. When not at work I can usually be found at a local café listening to Japanese punk rock, playing video games, watching bad ‘80s movies, or reading books about Schrödinger's cat. (Okay, maybe I am a tad bit nerdy.)
