Brand & Archaeology. What do branding and archaeology have in common?

A backwards-looking curiosity. Lo Martin, CMO of Elevate Brands, digs into how you can leverage the framework of archaeology to enhance your approach to branding – and uncover findings that will help you better understand the people you’re building stories, products and experiences for. From research design and field work, to organizing and analyzing your findings to build an official record, Lo explains that reconstructing a brand starts with deconstructing it first.