Brand Thinking and Other Noble Pursuits

User-centered design is about creating systems that are intuitive, inevitable, and quite natural.

Increasingly, we will see brands, or, if you like, cultural phenomena, coming from countries that previously we did not take seriously.

a brand can boomerang from an abstract construct to a concrete one, and then from concrete construct to a projected abstraction.

The idea that we are all part of one organization, even though we have separate identities in other respects, has not taken root.

People have a more intimate relationship with brands than they do with advertising.

Just because the world is becoming more global does not mean that individual citizen countries are going to accept that they don’t have any personality. The tide of globalization is going to lead to an increasing attempt to shriek and scream, “Look at me—remember who I am!”

designers: I see them as vehicles for the corporation to take culture seriously.

If a brand moves away from its core essence and starts to pander to consumers with trendy fashion stuff, those fans will quickly abandon the brand.

interesting, innovative ideas on how to validate the work,