Brand theory needs to be built upon the existing knowledge of cultural dynamics, as brands are cultural representation, social artifacts that we create.

But to understand how we process cultural representations, we need to understand the architecture of the mind. Enter evolutionary psychology.

Evolutionary psychology looks at the way the brain has evolved to process information, to gain insight into how we think and behave in a cultural world. It sketches how cognition is embedded within the context of our lives. We can make highly calculated decisions on how to invest in our 401(k), but when asked the simplest question about fundamental probability, we flounder. Because solving complex mathematical equations is not an intuitive skill. Investing for the future is.

Mimetics

Cultural learning is a shortcut to individual trial and error. Its immense values have made us into cultural beings. We swim through a sea of culture and are hardly aware of it. The science of understanding how cultural beliefs are transmitted is commonly referred to as mimetics.

Brands, as cultural representations, can be understood through the lens of mimetics. When designing a contagious virus-like idea, it benefits to understand the fundamentals of "cultural epidemiology." What makes an idea stick? What attributes make an idea likely to be broadcast to others to be spread?

Mimetics uncovers these fundamental principles.

Use them to make your brands more effective.