Branding is as important to a company as a innovation.
in order to complete companies must go beyond making and selling a commodity to creating a band.
This involves developing a brand image, encouraging brand loyalty and developing a brand that has equity in the market place, name packaging, advertising, logo, trademark or package design.
Designers however should not forget their origin and their unique contribution. doing this; the customer begins to see though the point and rejects the pure marketing formula.
there is a need for more individuality while staying within the brands family of design.
Must develop highly sensitive understanding of the design toolbox - colours, shapes, materials, movement, odours, tastes, textures and imagery.
