Branding and design are inseparable. A brand is not your logo it’s a gut feeling people have about you. When two or more people have the same feeling, you have a brand. You get that feeling via smart design, which creates the experiences people have with the brand. The essence of the Apple brand comes through its design. Take the logo off a BMW and you still know it’s a BMW.”Brands need to create an emotional relationship with people.
“We are all emotional beings and we have emotional relationships with brands we trust” and we are here to make that happen. We need to “get” the essence of the brand. “For us to build a great brand, we need to understand it,” We need to understand the company history, its values, and what it means to people. “Design needs to be strategic from the outset. “For design to have a major impact, it’s got to get involved at the strategic level”. “It can’t be an afterthought or superficial trappings to be put on post product creation. Samsung’s brand became powerful only after they put a Chief Design Officer in place and made it a priority for the company.”