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Branding & design

Branding and design are largely inseparable. They cover not just the naming or look and feel of a brand, but also how people experience it. Classic marketing theory argues that design should be strategic from the very beginning; it should be rooted in the essence of the brand and its meaning to the target audience. However, it has been argued that, in practice, many brands start with a visual image, with the meaning of the image created by the brand's stakeholders.

Key Reading

Important papers from across the Warc database

Paul Feldwick discusses the interaction between a brand's image and its values, and argues that the relationship often does not go as expected. To support his argument, he employs examples from brands including Nike, the sportswear maker, Apple, the technology company, Dulux, the paint manufacturer.
Provide consumers with experiences that reflect the values, interests and benefits of the brand.
Why design is a major factor in brand success – and how to measure its contribution.
How to get the most from packaging redesigns, which are becoming increasingly important.
Why brand names are crucial in communicating identity – and why a bad name is destructive.

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