The Meaning of Branded Objects

“Tom Guarriello’s outlook on the world is fraught with revelations - some of the most fascinating are presented in Meaning of Branded Objects. His background in clinical psychology and the application of that expertise to brands is perfectly fitting since brands, having valuations that can go into the billions of dollars, are not tangible entities. Brands, as he points out, exist in our minds. This book overflows with truly valuable related thoughts.”

–Dan Formosa, Ph.D., Co-Founder, OXO Good Grips

“The Meaning of Branded Objects is a deeply important exploration of what influences our decisions about why we buy what we buy. The book captures the complex dance between a brand’s identity and a consumer’s identity … and what attracts them and what can repel them … After reading this book, I will never again look at a branded product or service in the same way! And it will change the way that our organization will try to engage our consumers.”

–Jim Biolos, MBA, President, Faryl Robin Footwear

“Clear, cogent, a fresh take, this book is written in a likeable, intelligent voice and gives us a compelling lens for the study of brands!”

–Grant McCracken, PhD, cultural anthropologist and author, Chief Culture Officer

“In The Meaning of Branded Objects, Tom Guarriello offers a clear-eyed, deeply human exploration of how brands shape the way we understand ourselves and the world around us. With a gift for making complex ideas feel personal and accessible, he shows how meaning isn’t something handed to us, it’s something we build, often without realizing it. Thoughtful, smart, and engaging, this book invites readers to see their choices–and the objects they live with–with sharper, more curious eyes.”

–Julie Carpenter, PhD, Research Fellow, Ethics + Emerging Sciences Group (Cal Poly)

“In The Meaning of Branded Objects, Dr. Tom Guarriello reveals how brands can cut through the noise of today’s culture by tapping into timeless archetypes, philosophy, and psychology. A must-read for anyone interested in personal or commercial branding.”

–Marie Rao, creator of Victoria’s Secret PINK

“You would think that psychology and marketing were natural bedfellows. For some weird reason they have been studiously avoiding each other for years. This book is an absolutely priceless and long overdue synthesis of two schools of thought.”

–Rory Sutherland, Vice Chairman, Ogilvy UK

Dr. Tom Guarriello is a psychologist, professor, and branding expert with over 25 years of experience studying the psychology behind consumer behavior. Known for his deep insights into how and why people connect with brands, Dr. Guarriello’s work has influenced professionals across the fields of marketing and design. In The Meaning of Branded Objects, he combines his expertise in psychology with his passion for branding to explore the powerful connections between people and the objects they love.

Mark Kingsley got his start in the music industry, designing packages for the likes of John Coltrane, Pat Metheny, Quincy Jones, Ginger Baker, and Jewel. In 2001, his work for Blue Note Records received a Grammy nomination. Mark then transitioned into the world of corporate branding. At Landor, he was the global creative lead on the Citi account, and as executive strategy director at Collins, he developed the new global positioning for Ogilvy and helped Equinox enter the luxury hotel business. His boutique studio, Malcontent, serves independent filmmakers, global advertising firms, fintech startups, arts organizations, living legends, and Pulitzer Prize winners. Mark teaches at the School of Visual Arts Masters in Branding program and recently held the endowed Melbert B. Cary Professorship in Graphic Arts at the Rochester Institute of Technology. He is currently head of brand for the fashion brand Oumlil.

Named “one of the most influential designers working today”, Debbie Millman is an author, educator, and brand strategist. She is also President Emeritus of AIGA, the Creative Director of Print Magazine, and host of the award-winning podcast series Design Matters, the first and longest running design podcast in the world. In 2009 Debbie co-founded with Steven Heller the world’s first graduate program in branding at the School of Visual Arts in New York City. Now in its sixth year, the program has achieved international acclaim.