Finding the reason to be: creating a durable brand identity
David MillerPhinney/Bischoff Design House, Seattle
On a recent return trip to Seattle, I witnessed firsthand the stark reality of just how grave the condition of branding is in today's newspapers.
Over the course of five hours, I received five separate national and major metropolitan newspapers.
All of them handed to me — for free.
I received one at my hotel door, another from the car service, in the airport sky lounge, at the airport concourse, and finally on the airport shuttle bus.
When did these journalistic legacies start getting...