When most people talk about the best brands in the world, they usually think of fashion, shoes, or restaurants.

Nike, Jordan, Levi’s, McDonald’s, these are big names that everyone knows. I’m not ignoring how important they are. But the brands I like to study are a little different.

Have you ever heard of Cool Japan? Even if you haven’t, you’ve probably felt its influence if you’ve lived in America anytime in the last 30 years. Cool Japan was a plan made by the Japanese government to share more of their culture with the world. And it worked.

You can also think about the United States as a brand. The flag, the national anthem, the eagle, the idea of a strong soldier, and what it means to be a patriot. None of these are accidents. They were carefully crafted and disseminated. These symbols and stories live in our minds. They shape how we see heroes, villains, and ourselves.

I have experience with photo and video shoots, and with directing and editing commercials. But what I love most is the long-term power of branding. Along with a conceptual eye, I come with a deep understanding and appreciation of the mechanisms behind impact and the brand architecture that supports it.