design

One of the most intelligent case studies in design is the Chinese tea cup. They’re made without handles simply because if it’s too hot to touch, it’s too hot to drink.

Humans naturally want to add more. Add a cardboard sleeve, add a warning on the outside of the cup, add a handle. The result of all these things never cools down the actual contents.

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What is a brand?

Firstly, here is what it is not…

: A logo

: A product

: A fancy office

The best definition I ever heard is this…

A brand is the most valuable piece of real estate in the world: a corner of someone’s mind.

In reality, a brand only ever exists in the minds of customers.

And there’s a further nuance.

A brand’s value isn’t determined solely by... See more