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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

Any new framework for measuring the value of design to a business must be simple, easy to understand and explainable to everyone across the organisation.
Provide consumers with experiences that reflect the values, interests and benefits of the brand.
A strong name provides brands with identity and a strategic point of departure.
More than ever, brand identity is created in dialogue with consumers.

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