“Evolutionary Branding” is a term I coined to describe the process of slowly improving an organization’s brand identity as they can afford it. You start with the low-hanging fruit and, as the business grows, you add the polish and nuance that make your brand iconic. I like the term “evolutionary branding” because I look at the evolution of a brand like the evolution of mankind from hunter-gatherers into farmers.

People often ask me, “Why does a branding company build so many websites?” My answer is, it was agriculture, not war, that built the great empires of Egypt and Rome, and technology is the new agriculture. It is well-known in economics that the defining change in the arc of mankind was when we went from being hunter-gatherers to farmers.

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