Wheaton, Ken; Light, Larry
November 2006
Advertising Age;11/6/2006, Vol. 77 Issue 45, p74
Trade Publication
The article discusses the process of brand design and how it should not be approached just from a aesthetic perspective but from a multi-sensory perspective. According to the article, brand design should also involve a consumer connection to the brand (which are concepts like values and experiences). The article also presents four steps when creating a brand design; imagination, innovation, operationalization, and renovation. INSET: The Brand-Design Process.


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