How are narratives about the past used in the present to create identity and brands? We create our identity thru our consumption patterns and corporations find themselves forced to and in need of creating strong brands. Mads Mordhorst Explains how Arla are caught between a national identity and the need to navigate globally. But strikingly is the fact that branding today also occurs on nation level, which is in entirely unproblematic (duration: 11:19).