For twenty years, Prof. Eric J. Arnould has presented path breaking research that emphasizes the relevance of consumer culture for individuals and their social peers. As a Distinguished Professor of Marketing and Sustainable Business Practices at the University of Wyoming Eric continues to push the boundaries of consumer culture theory, a field of studies that he has pioneered. We were delighted to meet Prof. Arnould as our guest Professor for "Brand Venture 2" in January 2011.