insights

Branding
I like to think of Branding as a peanut butter and jelly sandwich—a perfect strategic blend of elements.

Brands are precious assets, that when carefully managed, can generate substantial value for their owners. Branding is a long term strategy—one that is sustainable and builds brand equity over time, ultimately creating brand loyalty.

Design
Good design leverages visual media to increase the value of something or offer a solution whether its called industrial design, graphics, interactive, art, engineering, or architecture. It should solve a problem—elegantly. Like science, elegant solutions make people smile. It adds value to our culture.

Design is a process. It should be evolutionary— iterative and heuuristic. In Design School, they taught us to own our designs. But often design is a team process and the design gets shaped by the team. Deal with it.

Designology is the study of design. An ecosystem; an ocean of creative things swimming around. Some we recognize and are pretty to look at. Others are transparent bizarre creatures from the abyss. We look at them. Sometimes they look back. Some are colorful and awesome, others are boring, and some intriguingly ambiguous. Sometimes we catch and study them, other times we envision a wholly unique fish and then try to make one—better. Does the fish evolve according to its environment or out of self-preservation?

why branding?

• Strong brands are less vulnerable to competition
  
• Strong brands create inelastic demand
  
• Brands are mobile, they can cross state lines, even international borders
  
• A brand symbolizes corporate accountability
  
• Diligent brand management secures future earnings by securing preference and loyalty
  
• Sends a positive message both externally and internally
  
• Provides clarity and vision
  
• Leadership
  
• Identifies core competencies and opportunities
  
• Unifies the spirit of an organization