The Economist & Charles Darwin: Biologically based brands
by Hubertus von Alvensleben 5. Januar 2009

Branding seems to be everywhere and even doesn't stop at the 150th anniversary of the publication "On the Origin of Species". The Economist asks in an interesting article how Darwin's insights can be used profitably by policymakers.

The article gives some interesting insights from evolutionary scientists about human behaviour and most of the findings are directly connected to the idea of corporate branding. Why girls like rich man, crime is about competition of young men, women earn less and skin colour is a biologically based brand:

In a world where a syllable can get you killed, having differently coloured skin is a pretty strong brand of identity. However, it is not a unique signal. Experiments that Dr Cosmides, Dr Tooby and their students have conducted in both America and Brazil (another racially mixed country) suggest it is surprisingly easy to rebrand even people of different skin colour by making other badges of allegiance more significant—as happens when sportsmen clothe themselves in coloured team shirts. Moreover, Andrew Penner of the University of California, Irvine, and Aliya Saperstein of the University of Oregon have shown that perception of a person’s race can actually change in the real world. Many people shift from being “white” to “black”, in both their own eyes and the eyes of others, in response to unemployment, impoverishment or imprisonment.That is an uncomfortable reminder of the way group solidarity works in America. The hope this analysis brings, though, is that there is nothing particularly special about biologically based brands such as skin colour. If other brands of group membership can be strengthened, the traditional ones may diminish, even if they do not disappear completely. If this theory of race is correct (and more research is certainly needed), it indicates a strong prescription: policies that encourage groups to retain their identity within a society will cause trouble, but those that encourage cultural integration will smooth things over.

In practice, the history of that most racially mixed country of all, the United States, supports this idea. When integration has been encouraged, as with the descendants of the great flood of European immigrants in the late 19th and early 20th centuries, ethnic distinctions have vanished. When integration has been discouraged, as with the descendants of slaves liberated shortly before those European immigrants arrived, differences have been sharpened. Even in Britain, official policy seems to be shifting from “multiculturalism”, which celebrated diversity and thus encouraged distinction, to a deliberate attempt to forge a cultural consensus.

What the brand theory of ethnicity does not require, however, is that minorities submit to the majority’s definition of what the brands should be. All that is needed is for each generation to be encouraged to form its own identity from the widest range of materials possible.