A couple of years ago, I wrote about how one way to see branding was to build a world.

I currently work as the director of marketing at FGX. One of the aspects that continues to energize me is the depth of thought the leaders put into defining the world of global IT logistics. They’ve noticed and named a dozen interesting patterns in their world.

Our article defining the term, “Infrastructure density,” is the most recent result of this practice. Even though the team has talked about the term for years, putting pen to paper really sharpened and clarified the idea. It made us more committed to what it meant and didn’t mean, and we needed to untangle it from other ideas.

While insights like these have remained in conversation with some of our most valuable clients, there’s a lot of value in sharing them with everyone else too. I’m looking forward to further building out the world.