The Good, The Bad and The Underbelly of Branding

We are now living in a day and age wherein design is doing more than it ever has before. Quite a lot of that activity has been embedded in the discipline of branding. I have been working in design and branding for my entire career, now going on 38 years. I’ve heard and worked with every possible definition of branding that there is; I even wrote a book about the myriad definitions and perspectives that exist about them. As for me, I define branding as process of manufacturing meaning and I define design as the communication of that meaning.

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