Every year, thousands of brands launch with flawless visual identities and carefully crafted positioning statements. Most disappear in silence. Not for lack of investment, but because they build narratives about themselves instead of naming what already exists in the communities they intend to serve.

‍Brands That Belong starts from a simple and underexplored distinction in the field of branding: there are brands that belong, and there are brands that merely show up. Drawing on original research conducted with 190 participants in Brazil and Portugal, and on cases including Patagonia, Glossier, O Boticário, and Devassas.com, the book builds an argument about sociocultural branding, and why brands that become part of the culture don't create anything: they name what was already there.

A book for people who think seriously about brands.