Strategy
A brand is not a logo. A brand is not a corporate identity system. It’s a person’s gut feeling about a product, service, or company. Because it depends on others for its existence, it must become a guarantee of trustworthy behavior. Good branding makes business integral to society and creates opportunity for everyone, from the chief executive to... See more
Marty Neumier • The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
/// 100 QUESTIONS /// to gain clarity via Alex Morris:
Why are we doing this?
Ask that of yourself and the team with regularity.
What’s the simplest explanation?
What reaction should all the creative achieve?
What’s your most controversial opinion?
What little frictions exist that might bleed out the work if allowed to compound?
Are you solving a
Questions to ask
